What's the idea behind the Transmedia Branded Entertainment Project Shanghai Fusion.

1. Throwing Digital Rocks
“Get the main characters up a tree, and then once they are there, throw rocks at
them.“ Light years have passed since Vladimir Nabokov (remember Lolita?) gave
this advice to budding writers. In the meantime things have changed quite a bit.
Writers still throw rocks at their heroes. That’s what they always have done and will
do till the end of time. But more than a few contemporary authors have enlarged
their narrative strategy.
For a very good reason
Not only the times they are a changin’, as Nobel laureate Bob Dylan said, but also
the media environment and thus the reception habits as well. No, the Gutenberg
Galaxy – and their One Way Media World – has by no means been swallowed up
entirely by the Black Hole called the Internet (according to a new study by the Pew
Research Center Washington DC 71% of adults in the US still read print books,
e-books: 17%). Be it as it may: The Digital Multichannel Universe is very much on
the rise. And so, consequentely, are the narrative techniques of more and more
storytellers.

2. Transmedia Storytelling is the name of the game
This new narrative technique breaks the boundaries of a single medium: Stories are
told on multiple media platforms. Comics. Books. Movies. Mobile apps. Games. You
name it. And let’s not forget: Social Networks. On the one hand: Each media piece
provides a complete story experience. But on the other hand, and that’s what
makes it so fascinating: Each media piece also becomes part of a larger narrative,
by adding richness and details to the transmedia story.
But – and this is the point – recipients not only meet their characters in different
media, they become actively involved into the story – by communicating directly
with the characters, on Facebook for example. “Entertainment is no longer a
broadcast: It’s an experience!“ (proximity worldwide).
Brands are jumping on the bandwagon
Coke: „Happiness Facory“.
In addition to Coca Cola, Audi, Burberry, Nike and many other brands have already
jumped on that bandwagon. And Transmedia made LEGO, as a journalist put it, „the
most powerful brand in the world.“
Let’s give the word to an expert: "Content marketing has occupied marketers for the
last few years and is now heading towards the light. The Internet will expand 500%

3. over the next few years so all of this so-called 'content' has already become nothing
more than 'white noise.' How do marketers break through the clutter? What should
we call this new marketing? I believe that Transmedia is the answer. Transmedia
marries your brand with your consumers through collaboration and story. Many
media strategists propose that transmedia marketing is the future of all digital media
marketing. Transmedia basically means to transport a story-world or message into
a customer's everyday life through the use of multiple media platforms."
Dr. Chester Elijah Branch, Transmedia Prof, Inbound Digital Media Marketing
(Norfolk, Virginia).
Let’s give it a try: Transmedia Branded Entertainment
Project Shanghai Fusion
ShanghaiFusion is a trendy, fast, mind blowing Urban Fantasy Story set in the
subcultures and the high places of both modern and ancient Shanghai. Three side
stages: Zurich, San Jose (Silicon Valley) and Davos also playi roles in the story.
Our two heroes are prototypes of hip, trend setting, complex and irritating
characters. Tom Wildt, an European journalist and adventurer, who‘s addicted to the
danger zones of this world and beyond, is pushed into a high-risk mission. E-Wa, a
mysterious, enigmatic Chinese thrilling beauty challenges and partners him.
During a midnight party in the legendary Peace Hotel in Shanghai, Tom, with the
help of E-Wa, fulfills his duty and a wild hunt through space and time drives the
story into a multi dimensional and flashy dynamic between the Shanghai
megalopolis of today and “The Paris of the East” of the roaring thirties.
In this project, brands have the opportunity to organically become important second
characters in a trendy, fast and mind blowing SciFI/Urban Fantasy Storyworld, told
across multiple platforms and formats.
Screenshot from the first project short movie „The Yellow Dragon Is Rising“.

4. E-Wa, the female hero of ShanghaiFusion already has a fb page – and would be
happy if you give her your LIKE:
https://www.facebook.com/myshanghai/
Temporary „Under Construction“ Page:
www.shanghaifusion.net
Roland J. Mueller
Transmedia Scenarist Corporate Writer Book Author
Zurich
++ 41 79 276 32 26
roland@shanghaifusion.net