transmedia storytelling: connecting consumers to brands through modern storytelling
DESCRIPTION
Meghan Gargan's presentation on Transmedia Storytelling from a marketing and branding perspective. This was presented at Geekend 2011 in Savannah Georgia. Learn more about transmedia storytelling and Meghan at www.meghangargan.com.TRANSCRIPT
Connecting Consumers to Brands through Modern Storytelling
Meghan GarganStrategy Director, Likeable Media@meghangargan | www.meghangargan.com
#geekendTS
Transmedia Storytelling
WHAT IS
TRANSMEDIA STORYTELLING
• Multiple platforms/touch points.
• Each piece contributes something valuable and new (story world).
• Not re-telling a story throughdifferent media.
• Each medium used for what it doesbest.
• Hunting & Gathering – consumerexpectations.
TRANSMEDIA MODELS:
FRANCHISE & PORTMANTEAU
*The Matrix, Harry Potter, Burn Notice *Mad Men, HIMYM
WHAT IS THE VALUE OF TRANSMEDIA STORYTELLING FOR
BRANDS• Storytelling is timeless – brand lifespan is extended beyond a campaign window.
• Authentic and natural brand messaging, no sales pitch required, the consumers come to the brand.
•Multiple entry points into a branded story, rewards loyal fan with more insight, info, engagement.
• Deeper level of engagement with fans, LONGER engagement with fans.
•Invites vs. Interrupts
TRANSMEDIA CASE STUDY:
COCA-COLA: HAPPINESS FACTORY
Most successful commercials in brand history.
•Interactive Video Game
•Additional TV/Print Ads
•Comics/Teen Magazines
•Four-minute Featurette
•Musical Soundtrack
TRANSMEDIA CASE STUDY:
OLD SPICE: OLD SPICE GUY
Results: Sales went up 107% from a year ago, Facebook fan interaction went up by 800%, Twitter followers increased 2,700%, Old Spice became the most watched YouTube channel. #1 men’s body wash.
TRANSMEDIA CASE STUDY:
MATTEL: BARBIE & KEN REUNITE
Results: From Jan-Feb 2011, 34% increase in Barbie Facebook fans and 200% in engagement, on Feb. 14th Barbie & Ken were tweeted @ every 2 mins, #BarbieandKen trending topic, 5 million page views.
HOWEVER, TRANSMEDIA ISN’T FOR EVERYONE…
TRANSMEDIA IN OTHER INDUSTRIES
EDUCATION & ACTIVISM
• Non-profit providing support for the LGTB community
• Website, Book, User-Generated Content, YouTube, Social Media
• Department of Education grant to explore using transmedia storytelling for education.
DEBUNKING TRANSMEDIA STORYTELLING
MYTHS
1. TRANSMEDIA IS A FAD
2. TRANSMEDIA IS EXPENSIVE TO PRODUCE
3. TRANSMEDIA IS FOR GEEKS & NERDS
4. TRANSMEDIA IS THE SAME AS INTEGRATED MARKETING OR CROSS MEDIA STORYTELLING
5. TRANSMEDIA IS A GLORIFIED ARG
6. TRANSMEDIA IS ONLY FOR ENTERTAINMENT FRANCHISES
DON’T LEAVE ME HANGING
QUESTIONS?
@meghangargan | [email protected] | www.meghangargan.com
THANK YOU!