beyond branded entertainment
TRANSCRIPT
Make Everyone’s Life An Adventure
Robert PrattenCEO @robprattenhttp://[email protected]
Transmedia Storytelling:Beyond Branded Entertainment
Online
Participatory Experiences
Gaming Voting
CommentingSharing
ExploringRole-playing
Real Places
We see the world as a storytelling canvas
The audience at the centre
Conducttr is an invisible “experience manager”
Conducttr listens for events and responds based on the story and game mechanics created by the experience designer…
... publishing videos; turning on a light; vibrating a bracelet, awarding badges, sending tweets…
What is Conducttr?
Shopper’s journey (loop)
© Stu Lewin, BTL Brands @BTLBrands
Integrated Marketing Communications
• Advertising• Sales Promotion• Events and Experiences• Public Relations and Publicity• Interactive Marketing• Word of Mouth Marketing• Direct Marketing• Personal Selling
Opportunity to integrateTransmedia Storytelling
http://www.pocketmoneyloans.com/
FNAC: forest.
#VivePoniente
+42% increase in positive brand sentiment
Transmedia Storytelling
• Taking the audience on an emotional journey• A journey that goes from moment to moment in
someone’s life
Consumer segments by expended energy
UGC, Co-creation, Live attendance
Voting, Sharing, Commenting
Watch the TV/web series
http://picturesofwalls.com/
The (minority of) engaged brand fans support everything
Hierarchy of consumer social needs
@belen_santa
CONSUMER BRANDS
TRANSMEDIA STORYTELLING
Blend entertainment & marketing
Opportunities
Transmedia storytelling is a design philosophy to connect with consumers in an authentic, empowering way.
