Open Storyworlds for Brand MarketingDIYDAYS LA
Friday 28th October 2011, Los Angeles
Robert PrattenCEO & Founder, Transmedia Storyteller Ltd
This presentation
• Applying transmedia storytelling to commercial problems
• Why open storyworlds are great for brand experiences
Brand options in entertainment• Product placement
– product is dropped into shot; better if product benefits integrated into story
• Branded entertainment– entertainment that aligns with brand attributes
and reflects brand personality
• Branded transmedia entertainment– branded entertainment experience that’s co-
created with consumers; multi-platform; dynamic; engaging
Branded Transmedia Experiences
• Telling a story across multiple platforms
• Built on social media & social networks
• Co-created with consumers
• Provides bridges between platforms to get consumers to trial product
• Opportunity to be responsive/dynamic
• Provides new consumer insights
Integrated Marketing Communications
• Advertising• Sales Promotion• Events and Experiences• Public Relations and Publicity• Interactive Marketing• Word of Mouth Marketing• Direct Marketing• Personal Selling
Opportunity forTransmediaStorytelling
Can fit within your IMCor utilize the IMC approach
Consumer needs vs Brand goals
• Sit back & lean forward
• Online & Offline
• My story, my time vs their story, their time– Their story is created through the opportunities,
tools, content and events I provide through my story
Open storyworld
• Audience (consumer) free to explore on their own terms – time, manner, place.
• Multiple entry points
• Engagement/exploration
Transmedia storytelling offers:
• Engagement opportunities matched to a range of consumers (expressive, competitive, explorative, collaborative)
• Joined-up thinking– Brand narrative
– Campaign narrative
– Participation strategy
– Content strategy
– Media strategy (paid, earned, owned)
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