This presentation looks at the rise of Transmedia Storytelling in the context of brand communications and advertising and shows 3 simple steps on how to start developing Transmedia campaigns that will create immersive and engaging brand experiences

1. The Age Of Transmedia
Storytelling
http://deanobrien.wordpress.com/2011/10/25/351mc-phonar-what-is-transmedia-storytelling/

2. We Live For Stories
They help teach us lessons about life, culture and history and help
us make sense of our place in this world. They bring richness,
excitement and connections while comforting and educating us
http://onproductions.com.au/2010/08/27/storytelling-evolves/

3. https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcSKTZMZORl4WSX6a3d1svAIB8sVxqDA8YdpVDfomvvktKfERUmWHA
We embrace stories that touch our
hearts and keep them with us

4. That’s why storytelling has always played
an integral role in advertising

5. Brands that manage to communicate through
relevant and human emotion narratives are able to
connect deeply with consumers

6. In the old days, stories were told around a fire, in
which the audience could interject their own
conversations and shape the narratives being told

7. Then came film, radio and television, a
one-way medium which excluded the
audience from the conversation

8. The proliferation of the second screen such as
smartphones and tablets now provide audiences
with another entry point for a deeper, more
immersive experience
http://mashable.com/2011/10/13/tv-tablet-smartphone-study-nielsen/

9. 40% of Tablet and Smartphone Owners
Use Them While Watching TV
http://blog.nielsen.com/nielsenwire/online_mobile/40-of-tablet-and-smartphone-owners-use-them-while-watching-tv/

10. And brought about a convergence between the
old and new way of telling stories
With new methods of distributing content
http://www.festimania.com/wp-content/uploads/2012/01/transmedia_storytelling-blanco-y-negro.jpg

11. Enter Transmedia Storytelling

12. What is Transmedia?
The practice of arching story worlds over
various platforms, with each thread tailored
to the platform it lives in
Extends elements of a primary storyline
across multiple spaces to create an
interactive, multi-layered fiction greater than
the sum of its parts
Not about repurposing content from TV to
another platform
It is about appropriately and organically
telling a story across multiple platforms
where elements of a story are dispersed
systematically, each making their own
contribution to the whole story
http://dominic1978.com/blog/transmedia-storytelling-visualize/

13. Traditional vs Transmedia
Image by Robert Pratten from http://www.tstoryteller.com/transmedia-storytelling

14. Examples: Heroes
http://vimeo.com/8700233

15. Examples: Matrix
http://convergenceishere.weebly.com/the-matrix-and-avatar.html
http://emiliamorris.wordpress.com/2011/02/21/blog-entry-one-how-does-transmedia-storytelling-apply-to-your-planned-profession/

16. Transmedia allows brands a larger canvas in
which to tell their stories
By helping them leverage the best features in each
platform to enhance every piece of the experience; giving
diversity and richness to the content and characters and
helping users get the most out of a great story.
http://www.tstoryteller.com/wp-content/uploads/2010/08/franchise-transmedia1.png

17. Transmedia stories can be built around a brand community
that rallies fans around the brand or product story
Audi Art Of The Heist AT&T Presents Daybreak
http://www.youtube.com/watch?v=z5w2CNB9clw http://www.daybreak2012.com/
Audi and AT&T have created Transmedia Alternate Reality Games that activate
audiences and creates deeper engagement through participation and co-creation

18. Transmedia storytelling has also found a niche in
Hollywood as a means to launch huge blockbuster movies
The Dark Knight: Why So Serious Prometheus: Peter Weyland TED Talk 2013
http://vimeo.com/6303664#at=0 http://www.youtube.com/watch?v=lpYUW0ekPSA

19. Developing Transmedia Campaigns
1. Focus On Telling A Good Story
Make sure it is engaging and interactive
and allows for audience participation in
helping to shape the story
Make sure every piece of content can be
easily shared

20. Developing Transmedia Campaigns
2. Think About How You Want To Distribute The Story
Look at the brand’s owned, earned, shared, and paid media.
Based on the media type and time form, think about how you want each
platform to participate.
For example, the use of blogs to get a more in-depth exploration of the
character’s thoughts or a backstory.
Twitter allows for real-time updates on what’s going on right now and can be
used to report an event, provide reactions, stream conversations between
characters, etc.
Facebook can act as the central hub and be a permanent record for content and
conversations. Other pieces of content can also be distributed on YouTube,
LinkedIn, etc.

21. Developing Transmedia Campaigns
2. Think About How You Want To Distribute The Story
Framework for an online
distributed story
Download at:
http://www.flickr.com/photos/
garyhayes/3251571561/
sizes/o/in/
set-72157613331811096/

22. Developing Transmedia Campaigns
3. Make Each Piece And Narrative Easy To Find
Make each piece and narrative easy to find relative to the main plot and anchor
story
Ensure there is a balance of the linear and non-linear experience so that the
audience does not get lost or confused
Reference project guide: http://www.zenfilms.com/blog/project%20reference
%20guide%20%28Bible%29.docx
To explore creating an Alternate Reality Game as part of the story, use this
reference game scenario: http://www.slideshare.net/dorianrichard/asek-core-arg

23. Thanks For Watching
Vincent Teo
Digitalmarketer.asia
@intersphere
www.linkedin.com/in/vincentteo