Open Storyworlds for Brand Marketing

Download Open Storyworlds for Brand Marketing

Post on 14-Jul-2015




5 download


Open Storyworlds for Brand MarketingDIYDAYS LAFriday 28th October 2011, Los AngelesRobert PrattenCEO & Founder, Transmedia Storyteller LtdRobert PrattenCEO & Founder, Transmedia Storyteller LtdThis presentation Applying transmedia storytelling to commercial problems Why open storyworlds are great for brand experiencesBrand 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; engagingBranded 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 insightsHow is transmedia storytellingimportant to brands?Integrated Marketing Communications Advertising Sales Promotion Events and Experiences Public Relations and Publicity Interactive Marketing Word of Mouth Marketing Direct Marketing Personal SellingOpportunity forTransmediaStorytellingCan fit within your IMCor utilize the IMC approachShoppers journey (loop) Stu Lewin, BTL Brands @BTLBrandsHierarchy of consumer social needsRules of engagementConsumer 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 storyWhats the solution?Participation matrixVirtuous circleOpen storyworld Audience (consumer) free to explore on their own terms time, manner, place. Multiple entry points Engagement/explorationLinear storyBranching narrativedecision point alternative endingsABCOpen storyworldplot pointcharacter detailexpositionLinear Campaign + Open StoryworldTIME-DEPENDENTCAMPAIGNAUDIENCE-DRIVENPARTICIPATIONWorlds apartPervasive entertainmentTransmedia 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 EndRobert +44 207 193 4567USA: +1 415 287 4150Slide 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