Open Storyworlds for Brand Marketing

Download Open Storyworlds for Brand Marketing

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  • Open Storyworlds for Brand MarketingDIYDAYS LA

    Friday 28th October 2011, Los Angeles

    Robert PrattenCEO & Founder, Transmedia Storyteller Ltd

  • Robert PrattenCEO & Founder, Transmedia Storyteller Ltd

  • This presentation

    Applying transmedia storytelling to commercial problems

    Why open storyworlds are great for brand experiences

  • Brand options in entertainment Product placement

    product is dropped into shot; better if product benefits integrated into story

    Branded entertainment entertainment that aligns with brand attributes

    and reflects brand personality

    Branded transmedia entertainment branded entertainment experience thats co-

    created with consumers; multi-platform; dynamic; engaging

  • Branded Transmedia Experiences

    Telling a story across multiple platforms Built on social media & social networks Co-created with consumers Provides bridges between platforms to get

    consumers to trial product

    Opportunity to be responsive/dynamic Provides new consumer insights

  • How is transmedia storytelling

    important to brands?

  • Integrated Marketing Communications

    Advertising Sales Promotion Events and Experiences Public Relations and Publicity Interactive Marketing Word of Mouth Marketing Direct Marketing Personal Selling

    Opportunity forTransmediaStorytelling

    Can fit within your IMCor utilize the IMC approach

  • Shoppers journey (loop)

    Stu Lewin, BTL Brands @BTLBrands

  • Hierarchy of consumer social needs

  • Rules of engagement

  • Consumer needs vs Brand goals

    Sit back & lean forward

    Online & Offline

    My story, my time vs their story, their time Their story is created through the opportunities,

    tools, content and events I provide through my story

  • Whats the solution?

  • Participation matrix

  • Virtuous circle

  • Open storyworld

    Audience (consumer) free to explore on their own terms time, manner, place.

    Multiple entry points Engagement/exploration

  • Linear story

  • Branching narrative

    decision point alternative endings

    A

    B

    C

  • Open storyworld

    plot point

    character detail

    exposition

  • Linear Campaign + Open Storyworld

    TIME-DEPENDENTCAMPAIGN

    AUDIENCE-DRIVENPARTICIPATION

  • Worlds apart

  • Pervasive entertainment

  • Transmedia storytelling offers:

    Engagement opportunities matched to a range of consumers (expressive, competitive, explorative, collaborative)

    Joined-up thinking Brand narrative Campaign narrative Participation strategy Content strategy Media strategy (paid, earned, owned)

  • The End

    Robert Prattenrobert@tstoryteller.com

    @robpratten

    UK: +44 207 193 4567

    USA: +1 415 287 4150

    Slide Number 1Robert PrattenThis presentationBrand options in entertainmentBranded Transmedia ExperiencesSlide Number 6Integrated Marketing CommunicationsShoppers journey (loop)Hierarchy of consumer social needsRules of engagementConsumer needs vs Brand goalsSlide Number 12Participation matrixVirtuous circleOpen storyworldLinear storyBranching narrativeOpen storyworldLinear Campaign + Open StoryworldWorlds apartPervasive entertainmentTransmedia storytelling offers:The End