2016 wift-transmedia storytelling primer
TRANSCRIPT
TRANSMEDIA STORYTELLING
“…the successful organic flow of narrative over a host of platforms, each one excelling at what it does best.” Allison Norrington
http://tinyurl.com/78n55n9
WHY STORY…?
Organizes our world
Creates context
Communicates values and meaning
SO… WHAT IS TRANSMEDIA STORYTELLING AGAIN??
INTERACTIVE
IMMERSIVE
PARTICIPATORY
NOT JUST STORY – A STORY EXPERIENCE
SO…WHY TRANSMEDIA?IT’S A BRAVE NEW WORLD OF
COMMUNICATION
Fragmented audiencesNew set of ExpectationsCultural Shift – participatory culture
MONOMEDIA – MULTIMEDIA – TRANSMEDIA
One way monologue Many ways-same message Two way Dialogue
One channel must reach all
Reaches in many ways
Audience chooses how it engages
Single message adapts to media
Same message – many media
Each medium contributes to the
messageCreator controls
messageCreator controls
messageAudience
collaboratesNo leverage for
profitsMore exposure,
but… Broadens
profitabilityAttention by interruption
Various interruptions
Attention by invitationAudience
participation = brand loyalty
Value beyond the product
Audience is validated and
celebrated
Three Reasons To Use Transmedia Storytelling – Pamela Rutledge
1. Persuasiona. Intuitive b. Sensoryc. Executivewww.pamelarutledge.com
THREE REASONS TO USE TRANSMEDIA STORYTELLING –
PAMELA RUTLEDGE
2. Audience Connectiona. Multiple ways to engageb. Choice of experience levelc. Creation of “community”
www.pamelarutledge.com
THREE REASONS TO USE TRANSMEDIA STORYTELLING –
PAMELA RUTLEDGE
3. Financial Impacta. Creates loyaltyb. Consumers vs Advocatesc. Extends shelf-life of the
Message
www.pamelarutledge.com
CREDITS• Allison Norrington – “Games for Change” interview
http://tinyurl.com/78n55n9
• A Think Lab http://athinklab.com/transmedia-storytelling/
• Monomedia vs Transmedia - Pamela Rutledge Planning-ness
2011: http://tinyurl.com/7ufsk57
• Dr. Pamela Rutledge: http://www.pamelarutledge.com/
• A Case Study – Three Little Pigs - A Think Lab http://
tinyurl.com/cy8252z