"Transmedia & Advertising: What Advertisers, Marketers, Brands & Businesses Can Learn from Transmedia Storytelling" - presentation from "The Story To Sell", a conference on transmedia storytelling held in Amsterdam on 11 June 2009. Presentation by Ivan Askwith, Senior Content Strategist at Big Spaceship

1. Transmedia &
Advertising
what advertisers, marketers, brands and businesses
can learn from transmedia storytelling
#tsts_ivan

2. Ivan Askwith
Senior Content Strategist
Big Spaceship
TWITTER
@ivanovitch
WEB
think.bigspaceship.com
SLIDES
slideshare.net/ivanaskwith

3. how i ended up here,
talking to you.

11. an interesting problem
some marketers aren’t
interested in storytelling.
most storytellers aren’t
interested in marketing.

12. transmedia content
doesn’t just promote a
product: it becomes
part of the product.

13. how can companies & brands use
transmedia storytelling?

14. example 2:
bmw lms/driver

18. After one year, the number of viewers who had
visited BMW's Web site to download The Hire shot
to over 21 million, and with three more lms added
in 2002, it rocketed to 100 million, sparking a
Harvard Business School case study. One million
enthusiasts ordered a DVD with all eight lms.”

21. =

22. The company says the game has generated four
times more online buzz for the A3 compact car, has
engaged more than 200,000 people in a single
day, and has attracted 79 percent more quali ed
visitors to the Audi Web site, as compared with
previous efforts.
"The Art of the Heist represents a true innovation in
the way Audi connects with its target consumer."
Stephen Berkov
Director of Marketing
Audi of America

25. Coca-Cola’s Happiness Factory [has been
developed] as a virtual world of characters and
storylines that has impacted sales of Coke
globally and will provide revenue streams that
can be exploited through the likes of comics,
videogames and lms.
Jonathan Mildenhall
VP of Global Advertising & Creative Excellence
The Coca-Cola Company

26. transmedia doesn’t just
promote brands & products.
it also promotes itself.

28. just because you can develop a
transmedia narrative for your brand
doesn’t mean you should.

29. ?

30. ?

31. ?

32. transmedia storytelling
doesn’t always help
enhance brands.

33. Grant McCracken

35. • Orphan
• French Colonial in
North Africa (c 1890)
• Taken in as a servant
• Kidnapped by pirates
• Becomes rich as a
carpet merchant

36. transmedia narratives
can be effective
as advertising & branding.

40. potential problems
(1) Sometimes transmedia narratives promote
themselves, instead of brands or products.
(2) Just because a brand can be integrated into a
transmedia narrative doesn’t mean it should be.
(3) Not all brands bene t from the creation of
detailed transmedia narratives; some get hurt.

41. how can all companies & brands use
transmedia storytelling?
maybe some can’t.

42. de ning transmedia storytelling
Transmedia stories are
those which “unfold across
multiple media platforms
with each new text making
a distinctive and valuable
contribution to the whole.”

43. de ning transmedia storytelling
(1) Unfolds across multiple media platforms with each part
making a unique and valuable contribution to the whole.
(2) Each medium should do whatever it does best.
(3) At best, each part is self-contained to make it accessible
on its own terms, without the rest of the components.
(4) The vision needs to be consistent and uni ed; if it is
redundant or self-contradicting, participants will notice.
(5) Can attract multiple audiences by using different
approaches, in different media, to reach each group.
(6) The logic shifts from “licensing” to “co-creation.”
(7) Can form communities when it brings people together
and gives them something to do.

44. transmedia storytelling
transmedia planning

45. Faris Yakob

46. Media Neutral Planning

47. Transmedia Planning

48. what all businesses
can (and should)
learn from the rise of
transmedia storytelling.

49. lessons from transmedia storytelling
1
focus on creating
2
a consistent, unified
3 experience across all
4
platforms.

50. lessons from transmedia storytelling
1
2 let each platform
3 do what it does best.
4

51. lessons from transmedia storytelling
1 each element needs
2 to work on its own
terms, but should also
3
add something to the
4 larger experience.

52. lessons from transmedia storytelling
1
2 bring people together,
3 and give them
something to do.
4

53. Thank You.
Questions?
TWITTER
@ivanovitch
WEB
think.bigspaceship.com
SLIDES
slideshare.net/ivanaskwith