participatory entertainmentTRANSMEDIA 2.0*

Scott Walkerhttp://metascott.com

WE’RE TALKING A LOT ABOUT TRANSMEDIA, BUT...

...what are we talking about?

the purposeful fragmentation of a story (or set of stories in a shared world) across multiple mediums, distribution channels, and/or platforms.

360 storytellingcross mediadeep media

distributed storytelling

transmedia

screen bleedunfiction

TRANSMEDIA (1.0)

image by Luc De Leeuw

!

TRANSMEDIA’S APPEALIt’s a method for sharing stories that engages audiences in an experiential immersion of content by using multiple media formats and platforms, each of which serves as an entrypoint to a larger world.

image by Luc De Leeuw

Typically, transmedia entertainment:

- delivers a core world- narratively extends the core world- markets the core/extensions

TRANSMEDIA MODEL

image by Luc De Leeuw

1) CORE WORLD STORYNormally, it all starts with a single, mono-media world story (traditional entertainment).

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image by lee summers

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image by daniel horacio agostini

image by brian j. matis

COREWORLD

2) CORE EXTENSIONSThe core world is extended across other mediums and platforms with new narratives(transmedia entertainment).

COREWORLD

comic

tv

!lm

game

novel

image by nawal

image by lee summers

image by fauxto_digit

image by daniel horacio agostini

image by brian j. matis

The core content and its extensions are supported by an additional layer of new, interactive narrative touchpoints.

3) NARRATIVE MARKETING

COREWORLD

comic

tv

!lm

game

novel

ARGssocialmedia

website Aug Re

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image by nawal

image by lee summers

image by fauxto_digit

image by daniel horacio agostini

image by brian j. matis

One of the few commonly used transmedia components

that are, themselves, self-contained transmedia

experiences.

ALTERNATE REALITY GAMES (ARGs)

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s i d

e

n o

t e

ROI not always clear (see: marketing)

Requires mastery of multiple mediums

We’re still learning what works

Dynamic technology landscape / digital

Most implementations ‘interaction-only’

TRANSMEDIA CHALLENGES

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Applications beyond entertainment

Still a lot of room for experimentation

New technologies sustain a sense of wonder

Digital revolution lowers barriers to entry

Merging of roles of producer v. consumer

TRANSMEDIA OPPORTUNITIES

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transmedia 2.0

Builds a bridge between commercial entertainment and CGC.

image by Official Star Wars Blog

TRANSMEDIA 2.0*

Star WarsCelebrationArt Contest

‘Dr. Horrible Sing Along’

ELE Submissions

LOTRFan-Produced Short

Film

Q: WHAT IS CGC?

A: Consumer-generated content (CGC) is any content generated by a consumer.

(just won an Emmy!)

A: value co-creation

TRADITIONAL ENTERTAINMENT

I create value that you consume

TRANSMEDIA 1.0

I create value that you consumeinteract with

I create value that you consumeWeco-

together

TRANSMEDIA 2.0*

integrates transmedia storytelling, CGC and commercial entertainment.

TRANSMEDIA 2.0*

Content creators can now co-create value with audiences.

TransmediaStorytelling

Consumer-GeneratedContent

CommercialEntertainment

HolyGrail

Participatory

Canonical

Engaging

TRANSMEDIA 2.0*

is a fundamental shift

in entertainment.

http://metascott.com

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