TRANSMEDIA STORYTELLING Bridget Hollenback
Used by itself, the term transmedia simply means ‘across media.’ Think traditional marketing, like an advertising plan which incorporates numerous types of media: print, TV, radio, online, etc.
What is Transmedia?
What is Transmedia Storytelling?
Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of media is used to tell a story that is ideally complete in and of itself, but together those narratives work to support one strong overarching narrative.
Comparison
One Message One-sided
communication, no interactivity.
Broadcast mentality Creator controls
message. Audience Attention
Through Interruption
Numerous stories, one overarching narrative
The intrinsic goal is audience engagement and interactivity.
Sharing mentality Audience Attention
Through Invitation/Interest
Transmedia Transmedia Storytelling
Why is Transmedia Storytelling Effective?
The Power of Narrative = Emotional Investment & Association
Media Convergence = Story will Spread Multiple Points of Entry = Affordability &
Audience Segmentation “Drillability” and “Spreadability”
Narrative
Stories have reflected and serve to entrench society since the beginning of time.
They are how we make sense of our world and feel a commonality with others.
At a very young age, we begin to learn about our culture and our societal way of life through shared narratives. We categorize and organize our histories, ideas, and understanding of our role in society through narratives .
“Once Upon a Time…”
Media Convergence
What Henry Jenkins terms “Convergence Culture.” The Internet, which initially started as a medium of
its own now serves as the framework or building block for rapidly evolving and emerging forms of technology (think mobile technology, apps, social media, etc.)
The web now serves as a multi-directional gateway, allowing us to easily jump from medium to medium, resulting in a multi-layered experience.
Linear Thinking Non-Sequential Thinking
Digital Immigrants Digital Natives
Linear vs. Non-Sequential
Multiple Points of Entry
Digital Media is far
more affordable from both a marketing and consumption perspective than traditional media.
It allows for far more refined audience targeting while also providing the likelihood of multi-media overlap.
“Drillability” & “Spreadability”
Giving the audience different stories which relate to the master narrative provides a directive funnel encouraging a deeper investment which results in increased engagement.
Assorted stories allow for greater potential for the narrative to spread via consumption through multiple mediums.
“Drillability” & “Spreadability”
The yin and yang of engagement. “Spreadability” encourages
horizontal ripples with more eyeballs but not necessarily long-term engagement.
“Drillability” may engage fewer people, but occupies more time as they drill deeper into the narrative’s complexities.
A Basic Example of Transmedia Storytelling Using The Three Little Pigs
Anchor narrative -
Book
"Little pig, little pig, let me come in." "No, no, not by the hair on my chinny chin chin." "Then I'll huff, and I'll puff, and I'll blow your house down."
Conceptual TS Narrative Variations
Character- Wolf Medium – Podcast Weekly podcast looking at the scientific aspects of wind velocity. What
conditions would be necessary to blow down a house? Character- Pig #1
Medium – YouTube Weekly cooking show highlighting vegetarian recipes and why pork should
be avoided. Character- Pig #2
Medium – Twitter @standstrongpig A regular stream of tweets updating all his followers on everything the wolf
is doing in his own voice as the story progresses. Character- Pig #3
Medium – Website Pig 3 has a website focusing on D.I.Y. home building projects, specifically
concentrating on different uses for brick.
Well Known & Often Discussed Transmedia Storytelling Campaigns
“Lost” “The Matrix” “The Blair Witch Project” Old Spice
Transmedia Storytelling in Music
Thomas Dolby www.floatingcity.com Album Game Maps Online Community Blog Time Capsule Fans can make live interactive videos at show
Kid Koala Album Graphic Novel Art Installation Live Show Carnival
Transmedia Storytelling in Music
Lady Gaga Album App based Online Community Magazines Games Mini films Fashion apps
Bjork Album Educational children’s Apps
designed with Apple & National Geographic for IPad
Essays Robotics company built
‘gravity harps’
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