Think transmedia
By Molly FlattIf you’re not already sick of it, be prepared to hear a lot more about transmedia in the next few months. As a recent article in Wired UK put it, “whether you consider this a revolution or evolution, transmedia storytelling is beginning to change the way that books, film, TV and games are being developed and produced.”
What about products? What about brands?
When good old Wiki tells us that “a transmedia project develops storytelling across multiple forms of media in order to have different “entry points” in the story; entry-points with a unique and independent lifespan but with a definite role in the big narrative scheme”, you can understand why this barrier-busting way of delivering narrative is so relevant.
Creation of immersive brand experiences? Tick Multiple points of entry? Tick. Harnessing several technologies and platforms under one story arc? Tick.
It’s a form of storytelling driven by choice – you have the right to engage with the bits most relevant and exciting to you – and therefore perfect for the modern consumer.
We’ve talked before about the importance of storytelling in WOM. Word of mouth is inherently transmedia, crossing boundaries between different off and online platforms. The best way to spread and deepen WOM is to personalise triggers for different audiences across a number of spaces. But few brands outside the entertainment industry are thinking of transmedia as the way to capture both niche and mainstream audiences simultaneously.
It’s easy to think of games, films and TV shows that use this sort of immersive storytelling – Doctor Who, The Dark Knight – but brands tend to stick to one or two platforms, or keep traditional/digital and on/offline boundaries firmly in place.
The ever-insightful Mel Exon from BBH Labs has produced this interesting deck on the opportunities for companies brave enough to emulate the entertainment pioneers. Do you think any brands are coming close to offering a true transmedia experience?
