Connecting Consumers to Brands through Modern Storytelling
Meghan GarganStrategy Director, Likeable Media@meghangargan | www.meghangargan.com
#geekendTS
Transmedia Storytelling
WHAT IS
TRANSMEDIA STORYTELLING
• Multiple platforms/touch points.
• Each piece contributes something valuable and new (story world).
• Not re-telling a story throughdifferent media.
• Each medium used for what it doesbest.
• Hunting & Gathering – consumerexpectations.
TRANSMEDIA MODELS:
FRANCHISE & PORTMANTEAU
*The Matrix, Harry Potter, Burn Notice *Mad Men, HIMYM
WHAT IS THE VALUE OF TRANSMEDIA STORYTELLING FOR
BRANDS• Storytelling is timeless – brand lifespan is extended beyond a campaign window.
• Authentic and natural brand messaging, no sales pitch required, the consumers come to the brand.
•Multiple entry points into a branded story, rewards loyal fan with more insight, info, engagement.
• Deeper level of engagement with fans, LONGER engagement with fans.
•Invites vs. Interrupts
TRANSMEDIA CASE STUDY:
COCA-COLA: HAPPINESS FACTORY
Most successful commercials in brand history.
•Interactive Video Game
•Additional TV/Print Ads
•Comics/Teen Magazines
•Four-minute Featurette
•Musical Soundtrack
TRANSMEDIA CASE STUDY:
OLD SPICE: OLD SPICE GUY
Results: Sales went up 107% from a year ago, Facebook fan interaction went up by 800%, Twitter followers increased 2,700%, Old Spice became the most watched YouTube channel. #1 men’s body wash.
TRANSMEDIA CASE STUDY:
MATTEL: BARBIE & KEN REUNITE
Results: From Jan-Feb 2011, 34% increase in Barbie Facebook fans and 200% in engagement, on Feb. 14th Barbie & Ken were tweeted @ every 2 mins, #BarbieandKen trending topic, 5 million page views.
HOWEVER, TRANSMEDIA ISN’T FOR EVERYONE…
TRANSMEDIA IN OTHER INDUSTRIES
EDUCATION & ACTIVISM
• Non-profit providing support for the LGTB community
• Website, Book, User-Generated Content, YouTube, Social Media
• Department of Education grant to explore using transmedia storytelling for education.
DEBUNKING TRANSMEDIA STORYTELLING
MYTHS
1. TRANSMEDIA IS A FAD
2. TRANSMEDIA IS EXPENSIVE TO PRODUCE
3. TRANSMEDIA IS FOR GEEKS & NERDS
4. TRANSMEDIA IS THE SAME AS INTEGRATED MARKETING OR CROSS MEDIA STORYTELLING
5. TRANSMEDIA IS A GLORIFIED ARG
6. TRANSMEDIA IS ONLY FOR ENTERTAINMENT FRANCHISES
DON’T LEAVE ME HANGING
QUESTIONS?
@meghangargan | [email protected] | www.meghangargan.com
THANK YOU!