SOCIAL MEDIA MARKETING:TRANSMEDIA

Lu Szlazak

Trans•me•dia

Storytelling across multiple forms of media, with each element making distinctive contributions to a user's understanding of the story universe

THE GOALexpand the story universe for an audience to view, play or use on different media and gadgets

TRADITIONAL MEDIA VS TRANSMEDIASTORY UNIVERSE

FILMStory: 2 hours TVAPPS

WEBBOOKSFILM

Story universe

TVEpisode:

45minBook

Story: 200 pages

TRADITIONAL MEDIA VS TRANSMEDIAAUDIENCE ENGAGEMENT

viewer: passive

consumeenjoy

forget

viewerplayer

useractive or passive

TRADITIONAL MEDIA VS TRANSMEDIAIN A NUTSHELL

fixed outletslimitedlinear“closed”

multiple outletsmultilinkedinteractivenon-linearopen

WHY USING TRANSMEDIA

Brand controlFan engagement

Digital insight

Actively engaged real-time viewers who must find suspense and satisfaction in each single episode. More reflective long-term audience who look for coherent patterns in the story as a whole. Navigational viewer who takes pleasure in following the connections between different parts of the story and in discovering multiple arrangements of the same material. People that are looking for involvement in communities, and wishing to share their point of views.

 Alternate reality game (ARGs)

Too invasive – Asked too much – Did not take into account different type of players

http://www.contagiousmagazine.com/2010/06/coca-cola_12.php