Toronto Session - Transmedia Storytelling With The Secret Location

Thoughts Use: #SLBBDO

Transmedia Storytelling...

Thursday, November 25, 2010

What is Transmedia + Examples

(25 minutes)

Introduction(5 minutes)

Discussion(15 Minutes)

Hi! I Am:

JAMES MILWARDEXECUTIVE PRODUCER AND FOUNDER: SECRET LOCATION

Representation:

We Are:• Designers

• Producers / Project Managers

• Strategists

• Flash & Web Developers

• iPhone / Mobile Developers

• 3D / Motion Graphics Animators

Our Focus:

Introduction Transmedia WTF? Discussion

So, ‘Transmedia’. WTF?

Transmedia Storytelling 101

This is Integrated Advertising

This is Transmedia Storytelling

Tweet about this at: #mmtransmedia

1. Hardcore Users

2. The Lifters

3. Spectators

What works (and doesn’t).

Examples &Case Studies

“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 films added in 2002, it rocketed to 100 million, sparking a Harvard Business School case study. One million enthusiasts ordered a DVD with all eight films.”

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 films.

Jonathan MildenhallVP of Global Advertising & Creative ExcellenceThe Coca-Cola Company

SL CaseStudies:

Stanfield’sAdvertising / Brand Interactive

Stanfield’s Results:• In less than 7 days, we’ve reached our goal of: 25,000 likes on Facebook, raising $25,000 for Testicular Cancer awareness.

• Reached 50K Likes and $50K in 22 days.

• Pulled in over 750,000 visits over the full 25 days.

• We streamed 3,266,515 minutes of video or 6.2 years

• Received coverage from every major TV network, Newspaper, Radio Station and News Website in Canada.

• Check it out here: http://guyathome.com/

SL CaseStudies:

In Real LifeTV Show Interactive Extension for YTV

In Real Life’s Results:In just over 8 weeks, we’ve seen;

• Over 1,500,000 Views.

• 9 mins on site week days & 25 mins on weekends.

• Over 3000 levels created by kids

• On track to be YTV’s most played game!

Check it out here: http://inreallife.ytv.com/

5 Key Insightsinto Transmedia 1. Start with a clear sense of your goals. 2. Don’t get hung up on rules & definitions.3. Brand stories aren’t always fiction. 4. Use each platform for its unique strengths. 5. Let the “audience” participate in the experience.

Questions &Discussion?E-Mail: james@thesecretlocation.com

Twitter: @secretlocation

Web: www.thesecretlocation.com

Toronto Session - Transmedia Storytelling With The Secret Location

Documents

Transcript of Toronto Session - Transmedia Storytelling With The Secret Location

Marielle Aarts - Transmedia Storytelling - More Transmedia Than Storytelling

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