Date post: | 19-Aug-2015 |
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Marketing |
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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