The potential of transmedia storytelling to create outstanding brand experiences.

1. Open Storyworlds for Brand Marketing
DIYDAYS LA
Friday 28th October 2011, Los Angeles
Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd

2. Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd

3. This presentation
• Applying transmedia storytelling to
commercial problems
• Why open storyworlds are great for brand
experiences

4. Brand options in entertainment
• Product placement
– product is dropped into shot;
better if product benefits integrated into story
• Branded entertainment
– entertainment that aligns with brand attributes
and reflects brand personality
• Branded transmedia entertainment
– branded entertainment experience that’s co-
created with consumers; multi-platform; dynamic;
engaging

5. Branded Transmedia Experiences
• Telling a story across multiple platforms
• Built on social media & social networks
• Co-created with consumers
• Provides bridges between platforms to get
consumers to trial product
• Opportunity to be responsive/dynamic
• Provides new consumer insights

6. How is transmedia storytelling
important to brands?

7. Integrated Marketing Communications
• Advertising
• Sales Promotion
Opportunity for
• Events and Experiences
Transmedia
• Public Relations and Publicity Storytelling
• Interactive Marketing
Can fit within your IMC
• Word of Mouth Marketing or utilize the IMC approach
• Direct Marketing
• Personal Selling

8. Shopper’s journey (loop)
© Stu Lewin, BTL Brands @BTLBrands

9. Hierarchy of consumer social needs

10. Rules of engagement

11. Consumer needs vs Brand goals
• Sit back & lean forward
• Online & Offline
• My story, my time vs their story, their time
– Their story is created through the opportunities,
tools, content and events I provide through my story

12. What’s the solution?

13. Participation matrix

14. Virtuous circle

15. Open storyworld
• Audience (consumer) free to explore on their
own terms – time, manner, place.
• Multiple entry points
• Engagement/exploration

16. Linear story

17. Branching narrative
decision point alternative endings
A
B
C

18. Open storyworld
exposition
plot point
character detail

19. Linear Campaign + Open Storyworld
AUDIENCE-DRIVEN
PARTICIPATION
TIME-DEPENDENT
CAMPAIGN

20. Worlds apart

21. Pervasive entertainment

22. Transmedia storytelling offers:
• Engagement opportunities matched to a range
of consumers (expressive, competitive,
explorative, collaborative)
• Joined-up thinking
– Brand narrative
– Campaign narrative
– Participation strategy
– Content strategy
– Media strategy (paid, earned, owned)

23. The End
Robert Pratten
robert@tstoryteller.com
@robpratten
UK: +44 207 193 4567
USA: +1 415 287 4150