The human brain is hard-wired for narrative construction. Today, “transmedia” is the latest marketing buzzword, but it’s not just how we consume entertainment narratives. With every status update, photo upload, location check-in, and “like,” it’s how we experience the narrative of our lives. We will dive into cutting-edge transmedia applications and approaches, and you’ll walk away with a unique, new perspective on how to create not just a captivating transmedia narrative, but a culture-defining experience. Vote here: http://panelpicker.sxsw.com/ideas/view/7292

1. YOUR
LIFE A
IS
TRANSMEDIA
EXPERIENCE
vote for this p
anel at
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tive 2011
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icker.sxsw.com
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292

2. “
Transmedia is a fancy
word for a simple
concept: telling
stories across multiple
platforms.”
—Tim Kring, creator, “Heroes”

3. Transmedia means
a story could start
out here…

4. And continue here…
The ABC show, Castle, follows the fictional mystery
writer Richard Caste and his crime-solving partner,
NYPD detective, Kate Beckett. Castle’s novel,
Naked Heat, which he penned during the show’s
first season, was released both as a plot point in the
course of the show’s story arc, and, simultaneously,
as a real-life book, published by Hyperion. The
hardcover even made it onto the New York Times
Bestseller list!

5. When characters from the hit AMC show Mad Men, first appeared on
Or here… Twitter and began interacting with fans and one another, these
unauthorized, fan-created profiles sparked major controversy with the
network. But AMC quickly recognized the value of allowing its most
iconic characters to live, breathe, and tweet, among the show’s fans.
Now, character twitter accounts are quickly becoming a natural
standard for character-driven entertainment.
Or
here…

6. Also, here…
The premise for HBO’s True Blood is that a new synthetic-blood drink has allowed vampires to
“come out of the coffin,” as it were, and live openly among humans. To promote the show,
advertisements for the new Tru:Blood beverage brand began popping up in billboards and
magazines all over the country, bringing a key part of show’s fantastical story into reality.

7. What began as a couple of clever TV
And, of course, here. spots featuring a hilariously suave
caricature of, literally, The Man Your
Man Could Smell Like, has created a
bonafide pop culture icon. The
campaign’s expanded narrative has
evolved with 186 personalized video
responses to various Twitter users—
which led Old Spice to become the
No. 1 all-time most-viewed sponsored
channel on YouTube. The “Old Spice
Guy” was even spotted at Comic Con,
entering Marvel’s costume contest.

8. Stories don’t stay
put. They travel
across all media
platforms….

9. Just like we do.

10. With every status update,
photo upload, location
check-in, and “like” we click...

11. …transmedia is
not just how we
consume
entertainment,
it’s how we
experience the
story of our lives.

12. “Your Life Is A
Transmedia Experience”
This panel will delve into cutting-edge transmedia applications and
approaches, as well as the social implication of transmedia experiences in our
daily lives. You’ll walk away with a unique, new perspective on how to create
not just a captivating transmedia narrative, but a culture-defining experience.
Vote for this panel at: http://panelpicker.sxsw.com/ideas/view/7292

13. Panelists:
Jenka Gurfinkel cut her Hilary Read led the Marta Kagan is the Jan Libby is the creator
teeth over a decade in concept and design Managing Director, US, of the popular indie
music culture before development for the for Espresso, and the ARGs, Sammeeeees,
becoming a digital launch of Electronic Arts’ creator of the critically and Wrath of Johnson
strategist. From producing Majestic, a seminal, 2001 acclaimed slideshow (Sam II). She was Writer
underground raves to ARG. These days she is franchise, "What the F**k and Interactive Designer
leading the social media VP, Creative Innovation at is Social Media?” which for LG15 Studios on the
strategy for a Live Nation EWI Worldwide. In her has been viewed over Lonelygirl15 Series
music festival, Jenka has storied career, Hilary has 575,000 times and seasons 1 & 2, and
developed an developed some of the translated into seven created the extended
understanding of lifestyle auto industry’s most languages. As former VP, storyworld WhatWeird
as the ARG that all innovative interactive Marketing at Viximo, for the Fox feature film
consumers are already experiential programs for Marta’s background also Jumper. More recently,
intimately immersed in. Scion, as well as Lexus, spans strategies for fan Jan wrapped on the
Jenka is a Strategist at Honda, Nissan, and engagement through Levi’s GO IV Game/
Espresso. Infiniti. virtual goods. Experience.
T: @babiejenks T: hankie007 T: @mzkagan T: @labfly

14. vote for this pane
l at
SXSW Interactive
2011
http://panelpicke
r.sxsw.com/ideas
/v iew/7292