Page 1 of 3 | 12/1/2013
By: Corinne Blair
FINAL PROJECT - UCI Extension – Mgmt 461.74 Transmedia Marketing through Storytelling
FINAL PROJECT
Transmedia Marketing through Storytelling Strategy
Magellan eXplorist®Series
outdoor handheld navigation devices
By: Corinne Blair
Background
For more than 20 years, Magellan has been bringing outdoor navigation solutions to the consumer market.
Magellan, an industry leader in GPS devices for vehicles, outdoor and mobile navigation, features a new cloud-based
"Smart Ecosystem" that redefines navigation by integrating location-relevant social media and content directly onto a
navigation map on the new Magellan SmartGPS device, smartphones and PCs. Magellan markets its award-winning
portable navigation devices including the Magellan® SmartGPS, RoadMate® series for autos, RVs, fleet and commercial
vehicles, the eXplorist® PRO for mobile GIS applications and field data collection, Magellan Fitness Switch™ series of
crossover GPS watches, and mobile apps and accessories for smartphones, and the eXplorist® outdoor series for
hunting, fishing, hiking, marine and geocaching enthusiasts, Magellan is passionate about improving the user
experience.
Magellan values strong partnerships as a key to success and has developed long-term relationships with companies like
AAA, NAVTEQ and National Geographic to bring consumers exciting, new programs and features.
The Magellan eXplorist® Series is the focus of this Transmedia Marketing through Storytelling Strategy.
Advanced, rugged, and waterproof – perfect for the novice geocacher or the experienced outdoorsman.
The Intended Audience
The outdoor recreation and geocaching enthusiast.

Page 2 of 3 | 12/1/2013
By: Corinne Blair
FINAL PROJECT - UCI Extension – Mgmt 461.74 Transmedia Marketing through Storytelling
The intended audience is primarily Family Vacationers, who enjoy exploring, discovering, hiking and geocaching.
Family Vacationers have a median household income of $55,000, their average age is 44 years, 75% attended college
and they generally have children.
There will be a secondary focus on nature Lovers, who have a median household income of $48,000, 48% are male and
72% went to college. Nature lovers include bird-watchers, nature hikers, and fly-fisherman.
Brand Goal:
To motivate and educate the audience to discover their world using Magellan eXplorist to explore, capture and share
their outdoor adventures and fun with family and friends. To have the best tools to explore the outdoor world on their
own terms, and to experience an authentic, enriching life.
The Story - What and Where:
Main Narrative: Discovery Your World. Explore. Capture. Share. Spirit of Magellan.
Using people and events, combined with the cultural norm of the importance of family time, teaching our children and
making lasting memories, the narrative will present new meaning to using a compass and GPS to navigate the outdoors,
while capturing the emotions of wonder and freedom through an implicit narrative style.
The story will take on the Explorer Archetype - following in the footsteps of Ferdinand Magellan, who was a curious
adventurer, discovering new places and treasures. The storyworld should embody the spirit and character of Ferdinand
Magellan, and take on a similar tone as the NorthFace. “never stop exploring” narrative.
The Explorer archetype should embody the logo, images, content and company believes/philosophy.
The name Magellan will evoke curiosity, ambition and wonder. He was a pioneer, adventurer, a seeker.
Magellan eXplorist gives customers access to features and resources to take that exciting adventure.
Exposition: Using the genre of reality, the narrative will be expresses through images, video and content of real people
on a geocaching adventure, hiking in the mountains, and having fun and uncovering new discoveries with friends and
family.
Conflict/Problem: : Obstacles that keep the audience/protagonist from being out in nature. Work demands and other
obligations, overly busy and demanding schedule, that make it difficult to take time off for outdoor adventure
travel/vacation. Lack resources and tools.
Goal: Discovery. To experience a more authentic and fulfilling life by using their freedom to explore the world
Protagonist: The character who most happy and fulfilled when they can explore outdoors. (the protagonist is also the
audience)
Antagonist: Psychological fears of feeling trapped, bored, and isolated.
Supporting Characters: Magellan eXplorist, partners, and cloud-based features that help enhance discovery and
adventure.

Page 3 of 3 | 12/1/2013
By: Corinne Blair
FINAL PROJECT - UCI Extension – Mgmt 461.74 Transmedia Marketing through Storytelling
Platforms:
Customized content will be created for several platforms.
 Primary Platforms – Dedicated website, apps and cloud-based features connected to eXplorist, dedicated website,
YouTube.com, Facebook, and branded events (i.e., Backpacker Magazine, “Get Out More” Tour), because these are
where the audience learns most about what they can see and do on their outdoor vacation and/or adventure.
 Supporting Platforms - Tumblr, Twitter, Pinterest, Instagram, Foursquare, partnerships, such as geocaching.com,
national geographic, and national parks, and ARG (Alternate Reality Game).
Magellan should implement an ARG (Alternate Reality Game) targeting kids, as one of the cloud-based features the
audience can download onto their eXplorist, or access from a link on the website. The ARG story will be about a cartoon
version of Ferdinand Magellan, similar to the mythical Cap’n Crunch character (Horatio Magellan Crunch), on a
geocaching-type adventure.
Also, Magellan should expand their “About Us” section on their website set the tone and provide the back story for the
“spirit of Magellan” meta-narrative.
While parts of the story will be developed across different media to entertain and engage the audience, Magellan should
follow a Native Transmedia Style, so elements of each platform will fit together encouraging consumers to consume the
content, share it, become brand evangelists. The narrative will be driven by audience participation, as the audience will
be encouraged to share their stories and tips, and shares content with friends/family.
Impact:
The impact will be positive, exciting and energizing content that invites the audience to participate in the story through
authentic engagement. Magellan will experience enhanced brand perception, as the audience will increase the amount
of time spent engaging by sharing more images, videos, and content with friends and family, in addition creating more
audience generated content.
Psychological Factors:
The Explorer Archetype will resonate with the audience who is always eager to get into nature and explore new places,
in an effort to avoid restlessness and boredom. As they progress they seek their own individuality in order to be more
fulfilled, and ultimately are truly able to express their individuality and uniqueness. The audience will find their self
identity in the Magellan brand, as a source to fulfill their persistent impulse to explore and to express their authentic
self.
Success Criteria:
Success will be measured by increased sales, more positive ratings/reviews, more likes/follows and positive posts on
social media channels (i.e., Facebook, Twitter), more quality user generated content, and an increase in shared
content/links.
References:
http://www.wildernet.com/marketing/demographics.cfm
http://www.inspectorinsight.com/archetypes/the-explorer-archetypes-3/
http://wiki.answers.com/Q/Qualities_of_magellan
www.magallengps.com
http://www.youtube.com/user/magellanvideo
https://www.facebook.com/geocaching
https://www.facebook.com/MagellanOutdoor
https://www.facebook.com/MagellanGPS
http://www.geocaching.com/