transmedia 101

SSLA Transmedia Lunch + LearnTRANSMEDIA

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DEFINITIONS

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‘Transmedia is a fancy word for a simple concept: telling stories across multiple platforms.”

- Tim Kring, creator, ‘Heroes’

STORYTELLINGStories give us context and context helps us with understanding.

We are wired for narrative construction

STORYTELLINGThey also inspire and motivate people to action

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TRANSMEDIA = DIGITAL STORYTELLING

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HISTORY

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STORYTELLING YESTERDAY

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BUT ONE THING REMAINS THE SAME

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BUT ONE THING REMAINS THE SAMEthe story

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ORIGINS OF TRANSMEDIA COME FROM TWO CAMPS:FILMMAKING + GAME DESIGN

Write a story for your brand and let people talk about it.

“TRANSMEDIA DOESN’T JUST PROMOTE A PRODUCT:

IT BECOMES PART OF THE PRODUCT”

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RETHINKING STORYTELLING

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THE REAL WORLD AS PLATFORM(OR, BRIDGING

THE DIGITAL/PHYSICAL DIVIDE)

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“The simple fact is, we’re physical creatures. We’re hardwired to respond to cues in the physical

environment. That’s not going to change.”—Frank Rose

Author of The Art of Immersion

NIKE CHALKBOT17

EA SPORTSBALLS TO BRITS

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JAY-Z & BING DECODED

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SWEDISH POSTAL’S “STEFFAN THE SWOPPER”

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FACEBOOK LIKEBELT

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“As connected devices and services continue to develop,

filmmakers will be able to place a story layer over the

real world. Inanimate objects and physical locations will become an opportunity to extend stories and engage

audiences in ways that propel 21st-century storytelling."

—Lance WeilerStory Architect

A STORYWORLD, NOT A STORYLINE

PARTICIPATIONMULTI-PLATFORM, NOT CROSS-PLATFORM

PARTICIPATION

BLURRING OFFLINE/ONLINE EXPERIENCES

http://www.youtube.com/watch?v=z5w2CNB9clw

GAMING MECHANICS + AUDIENCE-DRIVEN NARRATIVE

SO WHAT?why does all of this matter?

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VALUE TO BRANDS?

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DIGITAL STORYTELLING ALLOWS US TO TRANSFORM...

STATIC CONTENT

PASSIVE AUDIENCE

INFORMATIVE MESSAGES

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DIGITAL STORYTELLING ALLOWS US TO TRANSFORM...

STATIC CONTENT

PASSIVE AUDIENCE

INFORMATIVE MESSAGES

DYNAMIC CONTENT

PARTICIPATION

INTERACTIVE MESSAGES

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THE KEY HERE IS CONTEXTUALIZED CONTENT

THE STORY IS OUR CONSTANTBUT TELLING THIS STORY IS OUR VARIABLE

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See you on the internets.THANKS