what is a transmedia campaign
Importantly, these pieces of content are not only linked together (overtly or subtly), but are in narrative synchronization with each other.”. Make it easy to find your channel. What differentiates transmedia and integrated marketing is that interaction between the public and the brand and having the strength of a storyline rather than a common tag line or theme. My first taste into the transmedia world of creation…. A pop-culture and historical example includes television series such as Heroes; where a comic, action figure, web series, and television show all intertwined to tell different portions of the same story. Change ), The X Files – A Transmedia Extension Master. We live in an age of information where brands can actually know when someone does touch the dial. Change ), You are commenting using your Google account. La transmédialité est un terme issu du concept anglais « transmedia storytelling » (« narration transmédia »).La narration transmédia, telle que conçue par Henry Jenkins en 2003 est le processus de déploiement d'œuvres de fiction caractérisé par l'utilisation combinée de plusieurs médias pour développer une expérience unifiée et cohérente [1]. You can’t simply take a water-downed brand and expect it to survive being in a dozen different media channels at once. Whilst trying to understand and wrap my head around the entire concept of transmedia, the ‘Transmedia Project‘ requires us to make our campaign idea a transmedia reality. What compels the public to do more than just consume is what drives the storyline forward in a transmedia campaign. The web is currently like a broken television channel with nothing but noise. What makes this form of media consumption so appealing to consumers is the fact that brand managers or companies in charge of brand take into account the creativity of their own audience. You need to instill a sense of ideology, culture, and emotion that defines exactly how the brand makes people feel. Transmedia storytelling is a form of story telling, published across multiple platforms and formats using current digital technologies. How CIOs Can Help Storytellers in All Brands and Industries | Transmedia.ca. If you happen to be one of the people who haven’t personally engaged in transmedia, congratulations. Change ), You are commenting using your Facebook account. ( Log Out /  Make it easy to tell other people about it. Transmedia story telling then would be a story that's systematically told across multiple media platforms for a kind of integrated effect. What compels the public to do more than just consume is what drives the storyline forward in a transmedia campaign. In order to fully understand what transmedia is and transmedia extensions, integrated marketing must also be explained because both seem familiar. ( Log Out /  I like your work on this blog…you did a great job. That is we know something about that story Differently if we consume versions of it on multiple platforms. This week’s episode of the CoP Show explains what transmedia storytelling is and why producers might want to use it. Transmedia is not a new idea. Story telling has been the method of communication for quite a long time. Create a free website or blog at WordPress.com. You can’t simply take a water-downed brand and expect it to survive being in a dozen different media channels at once. ( Log Out /  Transmedia is able to interlock the idea of brand management and  the spread of said brand and public participation in order to fully contextualize their message. While the origin of transmedia can be greatly debated, the reality is that a holistic form of storytelling and building a brand franchise has existed for decades. The adoption of different social technologies is driven (in my honest opinion) by the human need to find people who share common ideas and beliefs. Coming into the second last assignment of this subject, we have been introduced to the idea of ‘Transmedia‘. What types of characters are needed to convey the core message? Spreading their brand as a story through multiple media outlets and then letting consumers interact and even further the “plot” of their brand is essentially transmedia storytelling through the use of transmedia extensions. This form of communication has evolved from the oral tradition all the way to contemporary expand of 140 characters on Twitter. Change ), TRANSMEDIA PROJECT – ‘MUSIC INSTITUTION CAPITAL’. For added, what we call additive comprehension. Weaving a story through multiple platforms and having consumers not only interact but continue the thread is what makes the use of transmedia extensions so successful in such campaigns. If you want to get a bigger picture, take a moment to browse through some of my other definitions about owned, earned, syndicated, hyper, and search media. As brands (and as individuals) we should pay particular attention to the promise we make as a transmedia brand. Pingback: How CIOs Can Help Storytellers in All Brands and Industries | Transmedia.ca. In order to fully understand what transmedia is and transmedia extensions, integrated marketing must also be explained because both seem familiar. It is bringing the brand and the consumer together and working in cohesion to spread a common idea through story telling. An example of integrated marketing is Snicker’s entire campaign ad using the phrase “you’re not you when you’re hungry campaign” which has been feature in several of their ad including celebrity tweets, print ads and YouTube commercials (Ratcliffe, 2014). However, it has simply advanced through the escalation of social media and marketing – from ‘Kony 2012’ to ‘The Hunger Games’ series. Joe, Transformers, and Harry Potter that have all made successful ventures into transmedia brands that tell a ‘much bigger story’ when you’ve consumed everything they have. Transmedia storytelling is simply defined as “telling a story across multiple media” and thrives off audience engagement. Driving consumers to buy your product is not what makes transmedia even though they used different mediums to advertise their product. The difference between the two can be understood by the terms used in them. What lacked in their campaign is making consumers participate in a narrative but rather it focused in selling their product to meet their quota. Would love to hear your thoughts on it. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Most of this information is good and useful. It’s time to put my head down and start storytelling. The largest hurdles to successfully building and maintaining a transmedia brand that bridges the real world vs digital world exist in these areas: When you think about the variety of media that could be involved in a transmedia campaign you need to give a lot of thought about what that brand is. This allows us to engage audiences and maximize strengths and weaknesses. Transmedia is simply a form of storytelling where multiple platforms tie together to tell a common story. ( Log Out /  In a world of global audiences with limitless amounts of branding being thrown at them 24/7, having a strategy to successfully empower the people who love you most. In my previous articles about owned, shared, syndicated, and search media, the application of transmedia into a digital franchise has been an elusive goal. Think about the story the brand would be proud of telling. Now what are the payoffs of that? 2. Media convergence - Media convergence - Transmedia storytelling: One way that professional media has engaged with media convergence is through transmedia storytelling, in which stories are told across multiple platforms. Advanced search and social analytics tell us where you went, what you liked, who you know, when you did it, and paint a picture of why you probably had the experience you did. Do you have an insight on ‘what is transmedia?’ The idea of spreading a message across all platforms of media is the essential graphs of transmedia. A lot of confusion comes due to using these as buzzwords to describe "any strategy involving more than one media platform" by people working in advertising. ( Log Out /  Another good example of transmedia in action includes franchises like Microsofts HALO series where different segments of the story have been shared through console games, action figures, comic books, and feature novels. The transmedia campaign utilized many platforms but kept the audiences connection by making the storyline relevant and easy to follow. When you think about the variety of media that could be involved in a transmedia campaign you need to give a lot of thought about what that brand is. You need to instill a sense of ideology, culture, and emotion that defines exactly how the brand makes people feel. Transmedia is about creating a unique experience for consumers across multiple platforms: print, TV, digital touch-screens, web, apps, etc. Change ), You are commenting using your Twitter account. Great post! The content created to “tell the story” and promote the campaign must have devices to contribute in the lives of everyday people. Under the “Transmedia Storytelling” tab on the “Networked Media” blog, the post states, “In order to achieve this engagement, a transmedia production will develop stories across multiple forms of media in order to deliver unique pieces of content in each platform. ( Log Out /  ( Log Out /  Regardless of the flavor you have, there are thousands (if not millions) of like-minded people who are struggling to discover each other and be involved in a community. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Supporters who love your brand are challenged to ‘tune in’ on any specific frequency and watch the show they love. ( Log Out /  Well first of all you can extend the timeline. When you have a grasp of these basic elements we can start having some really interesting discussions! As part of the digital insights we are capable of gleaming a good understanding of where online and real world trends are occurring allows transmedia efforts on specific channels that have strengths with a specific audience trend.

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