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Transmedia Storytelling 101
Jen Begealon 18 February 2013
Transcript of Transmedia Storytelling 101
What's Next and How to Do it What is Transmedia? Before We Get Ahead of Ourselves... Transmedia is known by a number of different names.... cross-platform storytelling alternate reality games multi-platform interactive television multimedia stories location based games Transmedia also has several definitions... Game designers Social activists Marketers Television studios in short, everyone... Where Can I Find Transmedia? Web Series Google Graphic Novels Novels Wikipedia Theatre iTunes Billboard Here Are Some Better Known Transmedia Campaigns The Lost Experience: ARG Why Should I Use Transmedia? How Is Transmedia Being Created? Advertising Campaigns Interactive Web Content Live Action Events Audience Generated Content Advertising Campaigns Audi - Art of the Heist was an advertising campaign and an alternate reality game created to promote the Audi A3. Audi developed a new car and
wanted to promote it. To do so, instead of featuring the car at a show as scheduled, in the car's place they put an announcement
that it had been stolen and a request that the public report clues to their website. On websites they posted evidence,
and the public was encouraged to watch the website as actors followed the car over a period of time.
The entire program was praised as an innovative advertising campaign.
Interactive Web Content Take this Lollipop is a 2011 interactive horror short film and Facebook app, written and directed by Jason Zada, which uses the Facebook Connect application to bring viewers themselves into the film, through use of pictures and messages from their own Facebook profiles. Starring actor Bill Oberst Jr as 'The Facebook Stalker', the film acts to personalize and underscore the dangers inherent in posting too much personal information about oneself on the internet. The information gathered from a viewer's Facebook profile by the film's app is used once, and then deleted.
The interactive film first requests that viewers temporarily allow the application access to their Facebook account, and then incorporates information gleaned from the viewer's Facebook page to fill in details of the film itself. Interactive Video Series Rides.tv It’s storytelling without boundaries that gives viewers unique access to their favorite characters on screen, by phone and over email. By connecting with the audience across their devices, RIDES draws them into the action, giving passive viewers the opportunity to become active participants in the narrative. These multi-platform touch points deepen the connection to the story and create dynamic interactions that bring the content to life. Watch RIDES on Rides.tv. RIDES.tv is Fourth Wall Studios' proprietary multi-screen entertainment platform. On RIDES.tv, enjoy immersive and interactive narrative experiences, called RIDES. These RIDES deliver stories that unfold across the web, smartphones and tablets.
Description Live Action Events Pandemic 1.0 “A mysterious virus begins to affect the adults in a small rural town, and the youth soon find themselves cut off from civilization, fighting for their lives. How fast is the virus spreading? It is confirmed—the virus has hit Park City. Can you survive? Pandemic 1.0, a transmedia storytelling experience, unites film, mobile and online technologies, props, social gaming, and data visualization, enabling audiences to step into the shoes of the pandemic protagonists anytime during the day. Mission Control is the only way to learn where you stand in the face of the spreading pandemic.” – Sundance Film Festival program description. to put it simply, Transmedia is
the blurring of media platforms in order to create a cohesive story universe Got it yet? How about some examples? Interactive Video Series Second Screen Statistics What Does This Mean? Audience focus is shifting, they are engaging on more than one platform and are demanding more from their entertainment. As game play and passive viewership collide there is a growing demand for shareable, spreadable content. 75% - 85% of TV viewers use other devices (tablets, smartphones, laptops while watching TV 37% - 52% of TV viewers are using their devices to look for something show related 27% - 44% are browsing for products spotted in a show or ad More than 1/5 of viewers are chatting on Facebook or Twitter about what they are watching Henry Jenkins Definition: A process where integral elements of fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified experience PGA Definition: A Transmedia Narrative project or franchise must consist of three (or more) narrative storylines existing within the same functional universe on any combination of platforms including: Film, Television, Broadband, Publishing, Mobile, Comics, et. al Live Events GPS Commercials Radio spreadable media Viral Marketing Why so serious? Television Viewing Statistics 5.11 hours - Average time Americans watch TV per day 99 % - Percentage of households with at least one television Percentage of viewers who watch live TV only 45 % - 54% - Percentage of viewers who watch time shifted television Percentage of viewers watching TV programming on traditional TV Percentage of viewers watching TV across-platforms 65% - 29% - 6% - Percentage of viewers watching on the internet only Online Video Statistics 182 million U.S. internet users watch video content online 89% saw at least one online video in the last month Over 53% watched a video advertisement The average duration of an online video is 5:24 The frequency of ads seen per viewer increased from 46 to 70 in one year Time spent viewing video on mobile apps grew 52% in 2012 Internet users consumed 50% more video between 2011 and 2012 Gaming Statistics The average gamer is 30 years old and has been playing for 12 years 68% of gamers are 18 years of age or older 47% of players are women (the industry's fastest growing demographic) Adult women represent a greater portion of the game playing population than boys age 17 or younger 33% play social games 33% play games on smart phones or handheld devices Viral Marketing Audience Generated Content Independent Transmedia Campaigns The film they don't want you to see... Zenith Statistics YouTube Views: 529,185 Creating a Transmedia Campaign Creating a Transmedia campaign doesn't mean you need a lot of money, a big studio or advertising agency behind your project, however it does take time, creativity and patience to create an effective project that your audience will want to engage with. Here are just a few Transmedia campaigns that were created on small budgets that have reached a wide audience and distribution. Facebook Fans: 1,734 VODO Downloads: 1.6 Million Vimeo Downloads: 1,072,041 Plan Your Narrative Flow From The Beginning Create A Community Use The Tools Available The World Is Your Platform Low Budget Doesn't Mean It Should Look It Consider Your Platforms When Writing 5 Best Practices for Transmedia Storytelling Discoverability Participation Retention Ignite the core Create for everyone Books Convergence Culture by: Henry Jenkins The Art of Immersion by: Frank Rose A Creators Guide to Transmedia Storytelling by: Andrea Phillips Selling Your Film Without Selling Your Soul by: Sheri Candler and Jon Reiss The Producer's Guide to Transmedia by: Nuno Bernado by: Jen Begeal Twitter: @jlbhart LinkedIn: www.linkedin.com/in/jenbegeal/ A Few Things to Remember When Creating a Transmedia Campaign Transmedia is not for every project A Transmedia campaign must be integrated into the project
from the beginning, not as an afterthought Budget for the Transmedia campaign as you would for any other
part of your production Consider how your Transmedia campaign will end You are only limited by your imagination, have fun! Netflix Votes: 70K + Networking New York Los Angeles London Vancouver The Future of Transmedia... Houston San Francisco Thank you!