Date post: | 21-Aug-2014 |
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participatory entertainmentTRANSMEDIA 2.0*
Scott Walkerhttp://metascott.com
WE’RE TALKING A LOT ABOUT TRANSMEDIA, BUT...
...what are we talking about?
the purposeful fragmentation of a story (or set of stories in a shared world) across multiple mediums, distribution channels, and/or platforms.
360 storytellingcross mediadeep media
distributed storytelling
transmedia
screen bleedunfiction
TRANSMEDIA (1.0)
image by Luc De Leeuw
!
TRANSMEDIA’S APPEALIt’s a method for sharing stories that engages audiences in an experiential immersion of content by using multiple media formats and platforms, each of which serves as an entrypoint to a larger world.
image by Luc De Leeuw
Typically, transmedia entertainment:
- delivers a core world- narratively extends the core world- markets the core/extensions
TRANSMEDIA MODEL
image by Luc De Leeuw
1) CORE WORLD STORYNormally, it all starts with a single, mono-media world story (traditional entertainment).
image by nawal
image by lee summers
image by fauxto_digit
image by daniel horacio agostini
image by brian j. matis
COREWORLD
2) CORE EXTENSIONSThe core world is extended across other mediums and platforms with new narratives(transmedia entertainment).
COREWORLD
comic
tv
!lm
game
novel
image by nawal
image by lee summers
image by fauxto_digit
image by daniel horacio agostini
image by brian j. matis
The core content and its extensions are supported by an additional layer of new, interactive narrative touchpoints.
3) NARRATIVE MARKETING
COREWORLD
comic
tv
!lm
game
novel
ARGssocialmedia
website Aug Re
????
image by nawal
image by lee summers
image by fauxto_digit
image by daniel horacio agostini
image by brian j. matis
One of the few commonly used transmedia components
that are, themselves, self-contained transmedia
experiences.
ALTERNATE REALITY GAMES (ARGs)
image by camil tulcan
s i d
e
n o
t e
ROI not always clear (see: marketing)
Requires mastery of multiple mediums
We’re still learning what works
Dynamic technology landscape / digital
Most implementations ‘interaction-only’
TRANSMEDIA CHALLENGES
image by cobalt123
Applications beyond entertainment
Still a lot of room for experimentation
New technologies sustain a sense of wonder
Digital revolution lowers barriers to entry
Merging of roles of producer v. consumer
TRANSMEDIA OPPORTUNITIES
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transmedia 2.0
Builds a bridge between commercial entertainment and CGC.
image by Official Star Wars Blog
TRANSMEDIA 2.0*
Star WarsCelebrationArt Contest
‘Dr. Horrible Sing Along’
ELE Submissions
LOTRFan-Produced Short
Film
Q: WHAT IS CGC?
A: Consumer-generated content (CGC) is any content generated by a consumer.
(just won an Emmy!)
A: value co-creation
TRADITIONAL ENTERTAINMENT
I create value that you consume
TRANSMEDIA 1.0
I create value that you consumeinteract with
I create value that you consumeWeco-
together
TRANSMEDIA 2.0*
integrates transmedia storytelling, CGC and commercial entertainment.
TRANSMEDIA 2.0*
Content creators can now co-create value with audiences.
TransmediaStorytelling
Consumer-GeneratedContent
CommercialEntertainment
HolyGrail
Participatory
Canonical
Engaging
TRANSMEDIA 2.0*
is a fundamental shift
in entertainment.
http://metascott.com
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