Transmedia storytelling disperses elements of a fictional story across multiple platforms to create a unified entertainment experience. Successful examples include BMW's film project and Barbie social media campaigns. Transmedia fails when it offers redundant content without new story elements, insults audiences, or allows the franchise to be mishandled. Elements must stand alone while contributing to the overall story, and platforms must be accessible. Transmedia expands stories in an optional way for consumers.

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TRANSMEDIA
Rita Nicastri
Sarah Martinez

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WHAT IS TRANSMEDIA?
Transmedia storytelling is “a process where
integral elements of a fiction get dispersed
systematically across multiple delivery
channels for the purpose of creating a
unified and coordinated entertainment
experience”
-Henry Jenkins

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4. Successful
+Transmedia
Campaigns

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BMW’s Film Project

6. BARBIE AND KEN REUNITE
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https://twitter.com/Barbie

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Getting Socially Savvy
http://www.facebook.com/barbie

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http://www.youtube.com/watch?feature=player_embedded&v=F0IQBgfphk4#!

10. FAILED
TRANSMEDIA
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CAMPAIGNS

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The Matrix

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STUDIO 60: Defaker

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Response from Consumers
 “This is lame, you can’t even get stills from the set? You had to
use screengrabs?”
 “Out of protest against this ridiculous, lazy and unoriginal
marketing attempt, I’m going to boycott the show!”
 “A laughably bad attempt at viral marketing.”
 Why? Rather than delivering on its claim to offer an “insider’s”
perspective on the show, the site’s first entry was nothing more
than a mediocre recap of the events that took place on the show.
The writer limited himself to a handful of meaningless, enthusiastic
“in character” comments, from fictional fans to set the tone as
Defaker did not offer any new content to viewers, the show quickly
followed the blog’s fate and was cancelled after only one season.

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15. + 

Each element must be self contained
Each element must be new and
significantly contribute to the story
 The platforms must be easily accessible
at any point
 Blur the line between fiction and reality
 Know who your consumers are
TRANSMEDIA DOs  Digging deeper into the story must
remain an OPTION for the user

16. + 

Redundancy
Insult audience and dismiss constructive
criticism
 Allow the franchise to be mishandled
Transmedia Don’ts

17. CONCLUSION
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Conclusion
 Through the use of social media, such as Twitter,
Facebook and YouTube, transmedia has positively affected
the way businesses operate their marketing campaigns.
 It is through creativity, hard work and innovation that
campaigns become most successful.
 However, it is up to the creators to make sure that they do
not lose sight of their original concept if transmedia is to
be used as an effective marketing tool.

19. DEBATE/DISCUSSION
QUESTIONS
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Debate Questions
 Do you think that transmedia will continue to grow as a marketing
strategy ? Why or why not?
 Do you believe that The Matrix was successful in their transmedia
campaign? Why or why not?
 Given the fact that transmedia demands a lot from consumers,
how do you think this will fair with Joe popcorn vs. the working
mother?
 Do you believe that transmedia is more about the profit for the
company or for the creator’s vision to provide the user with a
better experience?
 What are some ways that you believe your favourite story could be
told through transmedia techniques?

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THE END