himym transmedia playbook

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Page 1: HIMYM Transmedia Playbook
Page 2: HIMYM Transmedia Playbook
Page 3: HIMYM Transmedia Playbook

Introduction: What?

Page 4: HIMYM Transmedia Playbook

Transmedia: “One story over multiple

media where each makes a unique contribution.”

Page 5: HIMYM Transmedia Playbook
Page 6: HIMYM Transmedia Playbook

Chapter One: Easter Eggs & Entry

Points

Page 7: HIMYM Transmedia Playbook

“ How I Met Your Mother is pioneering the extending transmedia punch line.”

~Andrea Phillips

Page 8: HIMYM Transmedia Playbook

The Fake Websites 1.  Make a hilarious joke in the TV show. 2.  Make full websites in real life relating to the joke. 3.  Reference the joke/websites in future episodes. 4.  Your audience will fall in love with you more.

Page 9: HIMYM Transmedia Playbook
Page 10: HIMYM Transmedia Playbook

“One wonders how many new people gave How I Met Your

Mother a chance after the Robin Sparkles ‘ Let’s Go To

The Mall’ video.” ~Andrea Phillips

Page 11: HIMYM Transmedia Playbook

The Viral Videos 1.  Show a hilarious video (or part of) in the TV show. 2.  Publish the full video online, in a ‘real’ setting. 3.  The powers of the Internet make it spread/go viral. 4.  Your audience – old and new! – will fall in love with

you more.

Page 12: HIMYM Transmedia Playbook

“Each bit of the larger whole […]makes a contribution to the viewer’s

discovery of the story universe, and each piece is an entry point by which the

consumer can uniquely discover again a bit of the story world.”

~R. Eric Lieb

Page 13: HIMYM Transmedia Playbook

The Continuity Issue 1.  What happens to the experience when content is taken

down? 2.  What happens if expectations are set and not met?

Page 14: HIMYM Transmedia Playbook

Chapter Two: Phase Two

Page 15: HIMYM Transmedia Playbook

“ By channelling the voice of each fan, Story has cultivated a

community for WGN America that’s greater than the sum of its parts—

and perfectly in line with the fanatic TV viewers it serves.” ~Story Worldwide

Page 16: HIMYM Transmedia Playbook

The New Partner: Story Worldwide

1.  Create a Facebook page, Twitter account and YouTube channel

2.  Activate Superfans 3.  Discussion goes wild 4.  Fans tune-in during broadcasts

Page 17: HIMYM Transmedia Playbook

1.  Transmedia that is made to last 2.  Transmedia which is more aware that people will be

accessing the information after the fact 3.  Transmedia that aims to engage the fan over a long

period of time 4.  Transmedia to generate discussion

The New Partner: Story Worldwide

Page 18: HIMYM Transmedia Playbook

“It is hard to make different art forms work together in an elegant way, and I love that both digital and traditional media can work

together.” ~Christy Dena

Page 19: HIMYM Transmedia Playbook

Barney’ s Blog 1.  Have a TV show 2.  Expand its story world on digital platforms 3.  Delve into character (…?) 4.  Delight your fans so that they want to explore multiple

platforms

Page 20: HIMYM Transmedia Playbook

“A transmedia project should be designed from the beginning as such, rather than having the transmedia

component tacked on late in the development process.”

~Peter von Stackelberg

Page 21: HIMYM Transmedia Playbook

Making Transmedia 1.  Transmedia should be transmedia from the beginning 2.  Transmedia needs to be more than marketing 3.  Transmedia needs to offer new information on its other

platforms

Page 22: HIMYM Transmedia Playbook
Page 23: HIMYM Transmedia Playbook

“Online generated content doesn’t interact with the TV programme, or affect it in any way. They are two

separate parts.” ~Tess Wallis

Conclusion

Page 24: HIMYM Transmedia Playbook

References •  http://www.thewrap.com/media/column-post/r-eric-lieb-explains-

transmedia-thegrilltribeca-2011-video-26781 •  http://henryjenkins.org/2012/11/creating-transmedia-an-interview-

with-andrea-phillips-part-two.html •  http://knowledge.wharton.upenn.edu/article.cfm?articleid=3039 •  http://how-i-met-your-mother.wikia.com/wiki/

How_I_Met_Your_Mother_Wiki •  http://transmediadigest.com/2012/08/13/story-story-story-the-

heart-soul-of-transmedia/ •  http://article.wn.com/view/2013/03/28/

WGN_America_s_How_I_Met_Your_Mother_Facebook_Campaign_Nomina/#/video-details

•  http://www.storyworldwide.com/wgna-award/ •  http://www.cbs.com/shows/how_i_met_your_mother/

barneys_blog/66418/ •  http://transmedia.ca/2012/10/dr-christy-dena-interview/