Advanced Multimedia, Animation & UX

Transmedia Marketing for Impact

What is Transmedia?

Almost all good marketing is multimedia and often transmedia.

Transmedia marketing merges old and new concepts. 

What was always true:

Marketing across more than one platform is more likely to reach people more deeply.

What is new:

Merging story and content creation with traditional promotional messages fully engaged your audiences in an immersive experience.

Transmedia Marketing:

The discipline of making media and marketing across multiple platforms - on air, online, and on the go - through engaging storytelling, rich story worlds, and interactive audience experiences.

Transmedia has exploded since the advent of digital and social media. The opportunities and lessons of the Wild Wild West of social media and viral marketing preview this modern transmedia era. Social media has ushered in a mindset of engaging audiences with media and entertainment properties using additional media platforms – Facebook, Twitter, YouTube, Tumblr, Instagram, Google+, Pinterest, and LinkedIn.  A fully-transmedia approach expands that universe of platforms to film, TV, radio, books, publications, games, online, mobile, toys, live installations, events, and more. 

Why? Why? Why?

Embracing multiple platforms delivers huge rewards. Transmedia cuts through the morass of content and connects your audiences with deep, participatory experiences. This translates into audiences’ active engagement with and co-creation of your content. Then, they find meaning and connect personally to it. This translates into audience loyalty for and ambassadorship of your project – the Holy Grail of entertainment, marketing, and engagement.

When your fans use, love, and tell others about your media content or project,
that’s a smash hit for you!

Many transmedia projects incorporate some combination of these three transmedia categories:

Transmedia
Native Content

Original stories or content are created across all media. The story and characters are fractured into pieces and presented on different platforms, often offering separate revenue streams (Star Wars, Harry Potter)

Transmedia
Marketing

Arange of original content is created around one product with the goal to drive audience engagement around that product, but marketing elements become content channels in themselves (Game of Thrones, The Hunger Games)

Transmedia Technology Platforms

Multiple platforms across which producers and audiences distribute content (Apple, Comcast, Netflix)

Because of the crossover of these categories, professionals are joining the burgeoning transmedia field from many walks of life, with a huge influence from games, digital and interactive media, and marketing. This convergence has opened up new opportunities within the entertainment and media industries.

Defining Transmedia

Transmedia merges  and content creation with  promotional messages to fully engage the audience in an  experience.

Transmedia Native Content

Original stories or content are created across all media. The story and characters are   into pieces and presented on   platforms, often offering separate revenue streams.
Examples: , Harry Potter

Transmedia Marketing

A range of original content is created around  product with the goal to drive audience   around that product, but marketing elements become content channels in themselves Example: , The Hunger Games

Transmedia Technology Platforms

Multiple platforms across which and audiences distribute content.
Example: , Comcast,  

Transmedia Timeline

Timeline

A Brief History of Transmedia

The explosion of modern transmedia has been fast. What began in Japan in the1960s as “The Media Mix” and was first adopted by the advertising industry has blossomed into a burgeoning field of narrative and non-fiction storytelling and immersive audience experiences.


Early 1960s – Japanese anime strategy, Media Mix becomes mainstream in marketing (dispersing content across multiple media)

1977 – George Lucas’ Star Wars premieres, establishing Star Wars universe (example of West Coast Transmedia model – various media platforms present original content)

Mid-1980s/Early 1990s – Multimedia emerges (content in multiple platforms, often embedded)

1991 – Marsha Kinder describes entertainment franchises’ model of “commercial transmedia super-systems” in her book, Playing with Power in Movies, Television, and Video Games: From Muppet Babies to Teenage Mutant Ninja Turtles

1995 – Pokémon empire begins with Game Boy

Late 1990s – Cross-platform proliferates (using more than one medium to distribute a single piece of content)

1997 – J.K. Rowlings publishes Harry Potter and the Philosopher's Stone (debut novel of the Harry Potter universe)

1999 – The Blair Witch Project premieres (merges boundaries of story vs. marketing, real vs. fictional worlds, film vs. Internet)

2001 – Jordan Weisman creates first Alternate Reality Game “The Beast” for Stephen Spielberg’s A.I. Artificial Intelligence (example of East Coast Transmedia model – audience participates in the narrative)

2003 – Henry Jenkins (then at MIT, now at USC) publishes “Transmedia Storytelling” in the MIT Technology Review (“Moving characters from books to films to videogames can make them stronger and more compelling”)

2006 – Henry Jenkins’ book, Convergence Culture: Where Old and New Media Collide, publishes (story across media platforms creates a new participatory culture of consumers)

2007 – ITVS presents Ken Eklund’s and Jane McGonigal’s A World Without Oil (combines ARG and serious game elements for non-fiction social impact experience)

2009 – Highrise, Canada’s National Film Bureau’s multi-year, non-fiction initiative, launches (partners with MIT’s OpenDocLab in 2013)

2010 – The Producers Guild of America (PGA) announces a new producing credit, Transmedia Producer

2012 – Hank Green and Bernie Su launch The Lizzie Bennet Diaries  (online modern adaptation of Jane Austen’s Pride & Prejudice)

Timeline Review

  • Media Mix becomes mainstream in marketing
    Early 1960s
  • George Lucas’ Star Wars premieres, establishing Star Wars universe
    1977
  • 1991
    Marsha Kinder describes “commercial transmedia super-systems” in her book
  • 1995
    Pokémon empire begins with Game Boy
  • Cross-platform proliferates (using more than one medium to distribute a single piece of content)ey...
    Late 1990s
  • The Blair Witch Project premieres (merges boundaries of story vs. marketing, real vs. fictional worlds, film vs. Internet)
    1999
  • 2003
    Henry Jenkins (then at MIT, now at USC) publishes “Transmedia Storytelling” in the MIT Technology Review
  • Highrise, Canada’s National Film Bureau’s multi-year, non-fiction initiative, launches
    2009
  • Hank Green and Bernie Su launch The Lizzie Bennet Diaries
    2012