2016 wift-transmedia storytelling primer

TRANSMEDIA STORYTELLING

“…the successful organic flow of narrative over a host of platforms, each one excelling at what it does best.” Allison Norrington

http://tinyurl.com/78n55n9

WHY STORY…?

Organizes our world

Creates context

Communicates values and meaning

SO… WHAT IS TRANSMEDIA STORYTELLING AGAIN??

INTERACTIVE

IMMERSIVE

PARTICIPATORY

NOT JUST STORY – A STORY EXPERIENCE

SO…WHY TRANSMEDIA?IT’S A BRAVE NEW WORLD OF

COMMUNICATION

Fragmented audiencesNew set of ExpectationsCultural Shift – participatory culture

MONOMEDIA – MULTIMEDIA – TRANSMEDIA

One way monologue Many ways-same message Two way Dialogue

One channel must reach all

Reaches in many ways

Audience chooses how it engages

Single message adapts to media

Same message – many media

Each medium contributes to the

messageCreator controls

messageCreator controls

messageAudience

collaboratesNo leverage for

profitsMore exposure,

but… Broadens

profitabilityAttention by interruption

Various interruptions

Attention by invitationAudience

participation = brand loyalty

Value beyond the product

Audience is validated and

celebrated

Three Reasons To Use Transmedia Storytelling – Pamela Rutledge

1. Persuasiona. Intuitive b. Sensoryc. Executivewww.pamelarutledge.com

THREE REASONS TO USE TRANSMEDIA STORYTELLING –

PAMELA RUTLEDGE

2. Audience Connectiona. Multiple ways to engageb. Choice of experience levelc. Creation of “community”

www.pamelarutledge.com

THREE REASONS TO USE TRANSMEDIA STORYTELLING –

PAMELA RUTLEDGE

3. Financial Impacta. Creates loyaltyb. Consumers vs Advocatesc. Extends shelf-life of the

Message

www.pamelarutledge.com

THE 3 LITTLE PIGS… …A TRANSMEDIA MAKEOVER

WWW.ATHINKLAB.COM

CREDITS• Allison Norrington – “Games for Change” interview

http://tinyurl.com/78n55n9

• A Think Lab http://athinklab.com/transmedia-storytelling/

• Monomedia vs Transmedia - Pamela Rutledge Planning-ness

2011: http://tinyurl.com/7ufsk57

• Dr. Pamela Rutledge: http://www.pamelarutledge.com/

• A Case Study – Three Little Pigs - A Think Lab http://

tinyurl.com/cy8252z