transmedia for pr 4415
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TRANSMEDIA STORYTELLING: SOCIAL
MEDIA AND THE NEW INTEGRATED CAMPAIGN
What if you could Push interactivity beyond clicking, viewing,
posting and chatting to an immersive experience?
“Live” in the world of the brand?
Interact with characters from TV and movies?
Solve real world problems with a likeminded, cooperative community?
PR: Leveraging Social Media From “sharable
media” to “drillable media”
Keeping stories alive longer
- Steve Rubel, Edelman
Storytelling
“What we do isn't new; it's timeless. Telling stories is one of mankind’s most enduring traditions, and our increased connectedness has only made spreading them faster, more pervasive, and more effective.”
--Campfire NYC
Transmedia
Integration of Ad, PR, Mktg, Entertainment, and Games
Beyond Viral: Embracing the Social Web
Transmedia Storytelling “Transmedia storytelling
represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience.”
Story is told across multiple platforms
In a World… Based not on
individual characters or specific plots but rather complex fictional worlds which can sustain multiple interrelated characters and their stories.
Extensions may serve a variety of different functions Fill gaps in time between
productions
Provide insight into the characters and their motivations.
Flesh out aspects of the fictional world.
Bridge between events depicted in a series of sequels
Twin Peaks: Pre-Internet
Changes in Media Use, Producers & Consumers Fan fiction
Interactivity
Ownership, participatory culture
User-generated content
Fan communities
Increase in gaming, changes in gamersFarmville
“My online life IS my real life!”
More gamers: More immersive storytelling
Gamers
TM: ideal aesthetic form for an era of collective intelligence.
Pierre Levy: collective intelligence New social structures that enable the production and circulation
of knowledge within a networked society.
Participants pool information and tap each others expertise as they work together to solve problems.
Functions as a cultural attractor, drawing together like-minded individuals to form new knowledge communities.
Transmedia narratives function as textual activators - setting into motion the production, assessment, and archiving information.
The Blair Witch TM Explosion
Had tons of footage
Mythology and back story
Utilized the Internet in a new way
Purposefully deceptive (DEAD Actors?)
“Hacking” reality
Transmedia in the Field CampfireNYC 42 Entertainment
True Blood Game of Thrones
From the “fringe” to traditional firms
HIMYM
Beyond video/Product
Immersive Experience
Combined promotional, marketing efforts
ARGs: Transmedia Storytelling
Audi: The Art of the Heist
Blurring the lines between reality and fiction– when is it too much? Deceptive?
Ancillary or essential to the storyline?
NIN Year Zero
Lost Experience
ARGs: Art, Game or Promotion?