Transmedia Storytelling Defined
“Transmedia storytelling is the future,” said Edelman’s Senior Vice President of Digital Strategies David Almacy at the 2012 Public Relations Student Society of America (PRSSA) National Conference in San Francisco. In Almacy’s analysis, he breaks transmedia storytelling into four main categories:
1) Mainstream media
2) Owned media
3) Hybrid media
4) Social Media
Mainstream media examples Almacy sited were The Wall Street Journal and NPR. Under 'owned media' he listed GOP and mobile advertisements. For his hybrid media category, Almacy included blogs such as Politico, TechCrunch and BuzzFeed. For the social media heading, he listed Facebook, Twitter and Foursquare.
“Transmedia Storytelling represents a process by which narrative information is systematically dispersed across multiple media channels for the purposes of creating a unified and coordinated entertainment experience. Ideally each medium makes its own unique contribution to the unfolding of the story,” said University of Southern California (USC) Professor of Cinema and Media Studies Henry Jenkins at a panel entitled, “Transmedia: Telling the Story Through Narrative Content, Games and Real-World Adventures.”[1]
Therefore, a story is not limited to just a few social media platforms such as Facebook and Twitter. Instead, there are several other opportunities such as the creation of a mobile app, online games and sweepstakes, exclusive videos and other avenues to explore and continue on the story’s journey. This ultimately leaves the consumer yearning for more.
“Transmedia storytelling is the future,” said Edelman’s Senior Vice President of Digital Strategies David Almacy at the 2012 Public Relations Student Society of America (PRSSA) National Conference in San Francisco. In Almacy’s analysis, he breaks transmedia storytelling into four main categories:
1) Mainstream media
2) Owned media
3) Hybrid media
4) Social Media
Mainstream media examples Almacy sited were The Wall Street Journal and NPR. Under 'owned media' he listed GOP and mobile advertisements. For his hybrid media category, Almacy included blogs such as Politico, TechCrunch and BuzzFeed. For the social media heading, he listed Facebook, Twitter and Foursquare.
“Transmedia Storytelling represents a process by which narrative information is systematically dispersed across multiple media channels for the purposes of creating a unified and coordinated entertainment experience. Ideally each medium makes its own unique contribution to the unfolding of the story,” said University of Southern California (USC) Professor of Cinema and Media Studies Henry Jenkins at a panel entitled, “Transmedia: Telling the Story Through Narrative Content, Games and Real-World Adventures.”[1]
Therefore, a story is not limited to just a few social media platforms such as Facebook and Twitter. Instead, there are several other opportunities such as the creation of a mobile app, online games and sweepstakes, exclusive videos and other avenues to explore and continue on the story’s journey. This ultimately leaves the consumer yearning for more.
Transmedia Storytelling Success Story: The Walking Dead
When AMC’s The Walking Dead premiered on Oct. 21, 2010, it marked the beginning of a modern day transmedia revolution.
The Walking Dead’s premiere included hash tags during the live television screening of the show to link the consumer to Twitter, live Facebook updates, a live after show where the public could tweet at #TheWalkingDead with questions, the launch of a Facebook application game, online blogs, games and sweepstakes, a mobile application, newsletters, photos, extra online videos and the opportunity to shop for The Walking Dead merchandise online. All together, AMC was able to successfully leverage all the platforms to tell the consumers a story: that The Walking Dead was the best new horror television series.
Even if a fan saw the premiere, there is the possibility to continue the journey and access new information, exclusive interviews and “killer” information only accessible through logging on to the Facebook page or show’s website. This encouraged users to explore the TV show on several different mediums to continue engaging the consumer.
When AMC’s The Walking Dead premiered on Oct. 21, 2010, it marked the beginning of a modern day transmedia revolution.
The Walking Dead’s premiere included hash tags during the live television screening of the show to link the consumer to Twitter, live Facebook updates, a live after show where the public could tweet at #TheWalkingDead with questions, the launch of a Facebook application game, online blogs, games and sweepstakes, a mobile application, newsletters, photos, extra online videos and the opportunity to shop for The Walking Dead merchandise online. All together, AMC was able to successfully leverage all the platforms to tell the consumers a story: that The Walking Dead was the best new horror television series.
Even if a fan saw the premiere, there is the possibility to continue the journey and access new information, exclusive interviews and “killer” information only accessible through logging on to the Facebook page or show’s website. This encouraged users to explore the TV show on several different mediums to continue engaging the consumer.
Transmedia Storytelling is The Future: Cybergeddon
Just like companies fight over Superbowl television spots, major brands are constantly trying to push the envelope and extend their reach one step further than their competitors. Transmedia storytelling is no exception to this rule.
Transmedia storytelling’s most recent account is seen in CSI creator Anthony Zuiker’s $6 million 90-minute movie Cybergeddon. In the online movie, which consists of nine different installments, various characters are seen combating cybercrime for the greater good.
Just a few seconds into the first episode, the hashtag #thereisnoesc appears at the bottom left hand corner of the screen. This hash tag links viewers to continue to conversation on Twitter. From Twitter, the hash tag can be followed to Cybergeddon’s main Twitter account, where consumers can click on a link be redirected to Cybergeddon’s Facebook page. From there, consumers are asked to “join the fight” and access a Facebook-exclusive game to fight cybercrime. Therefore, from a simple hashtag on the screen, consumers were able to eventually end up on Cybergeddon’s Facebook page playing a game with other fans.
Just like companies fight over Superbowl television spots, major brands are constantly trying to push the envelope and extend their reach one step further than their competitors. Transmedia storytelling is no exception to this rule.
Transmedia storytelling’s most recent account is seen in CSI creator Anthony Zuiker’s $6 million 90-minute movie Cybergeddon. In the online movie, which consists of nine different installments, various characters are seen combating cybercrime for the greater good.
Just a few seconds into the first episode, the hashtag #thereisnoesc appears at the bottom left hand corner of the screen. This hash tag links viewers to continue to conversation on Twitter. From Twitter, the hash tag can be followed to Cybergeddon’s main Twitter account, where consumers can click on a link be redirected to Cybergeddon’s Facebook page. From there, consumers are asked to “join the fight” and access a Facebook-exclusive game to fight cybercrime. Therefore, from a simple hashtag on the screen, consumers were able to eventually end up on Cybergeddon’s Facebook page playing a game with other fans.
Possibilities are Endless with Transmedia Storytelling
Cybergeddon is just one example of how the entertainment industry is leveraging the opportunity to create an interrelated online system of connectivity to continue the plot line of a television show. Possibilities are endless with transmedia storytelling and as companies continue to try to differentiate their public relations campaigns from one another, transmedia storytelling is an excellent opportunity for practitioners to use to gain a competitive advantage over others.
[1] http://www.argn.com/2011/04/transmedia_experts_tell_the_story_to_nabshow_attendees/
Cybergeddon is just one example of how the entertainment industry is leveraging the opportunity to create an interrelated online system of connectivity to continue the plot line of a television show. Possibilities are endless with transmedia storytelling and as companies continue to try to differentiate their public relations campaigns from one another, transmedia storytelling is an excellent opportunity for practitioners to use to gain a competitive advantage over others.
[1] http://www.argn.com/2011/04/transmedia_experts_tell_the_story_to_nabshow_attendees/
RSS Feed