Transmedia Storytelling"
2013
Integrated
Marketing
Forum
"
"
Dr. Pamela Rutledge
Media Psychology Research Center
@pamelarutledge
1
2
Transmedia Storytelling
Transmedia Storytelling will "
transform
the way we create brand value
"
3
Why?
Power of Storytelling
+
Awesomeness of Technology
4
Transmedia Storytelling
5
6
7
Transmedia Storytelling
8
Transmedia Storytelling
9
Transmedia Storytelling
10
Transmedia Storytelling
MICROBLOGGING
SOCIAL
NETWORKING
PUBLISHING
VOICE &
MESSAGING
PHOTOSHARING
SEARCH
AGGREGATORS
BRAND
GAMING
AUDIO
VIRTUAL
WORLDS
VIDEO
CROWDSOURCING
LIVECASTING
MOBILE
RSS
Transmedia Storytelling
Yes
Yes
Yes
Yes
Yes
Yes
Yes
No
Yes
Yes
12
Yes
Yes
Yes
Transmedia Storytelling
Content Drives Device Choice
13
Transmedia Storytelling
Transmedia Storytelling is a coordinated story experience told across multiple media platforms
with the audience’s help
Transmedia Storytelling
Transmedia Storytelling Story
Unfolds across different media platforms
Each platform adds something unique and
valuable
Each piece motivates the user to seek out the
others
•
•
•
Audience Multiple points of entry into the story Designed for participation and content creation
•
•
Transmedia Storytelling
Noun
Transmedia Storytelling
Adjective
Transmedia Storytelling
Why Story?
Transmedia Storytelling
1
Stories are the
fundamental building
blocks of the brain
Transmedia Storytelling
2
Stories engage emotion
and reason
Transmedia Storytelling
3
Stories get our attention
and make things stick
Transmedia Storytelling
4
Stories create trust through shared experience
Transmedia Storytelling
5
Stories deliver big
ideas with few words
Transmedia Storytelling
6
Stories sneak your ideas into
the audience’s mind
Transmedia Storytelling
A Good Story
•
•
•
•
•
•
•
Purpose
Emotional Engagement
A Hero Catalyst
Conflict
Transformation
Resolution
24
Transmedia Storytelling
•
•
•
•
•
•
•
Purpose: Inspiration
& empowerment
Problem: Internal
barriers to winning
Goal: Winning
Protagonist/Hero:
You
Antagonist:
Psychological fears
Guide:
Transformation
Transmedia Storytelling
Nike: Goddess of Victory
26
Transmedia Storytelling
12 Core Archetypes
ACHIEVEMENT
Outlaw
Magician
Hero
Jester
Explorer
INDEPENDENCE & FULFILLMENT
Sage
Everyman
Innocent
BELONGING & ENJOYMENT
Lover
Creator
Caregiver
Ruler
STABILITY
27
Transmedia Storytelling
Transmedia Isn’t New
Transmedia Storytelling
Who’s in Charge?
29
Transmedia Storytelling
Source: tstoryteller.com
Transmedia Storytelling
Transmedia Story: The Matrix
Transmedia
ia
ed
m
s
n
a
r
T
Traditional
Path
Traditional
Path
Transmedia Storytelling
Transmedia Story: The Three Little Pigs
Pig 2: Pinterest
Board
Pig 1: Website
Wolf: Website
Pig 1: Anime
Super Pig
Main Story Anchor: Novel
Pig 2: Twitter
Dialogue
Wolf: Vine
Wolf: Ning Network
for Team Wolf
Main Website
Pig 3: Cooking
Blog
Pig 3: YouTube
Videos
Sequels
Pig 3:
Cookbook
Pig 3: Fan Page
Transmedia Storytelling
Transmedia Story: Harley Davidson
Product Placement
Live Events
Organized
Rides
Museum
Fan Communities
Website: Harley-Davidson.com
Anchor: Stores
@harleydavidson
Logo Wear
Fan Created Content
Facebook
Harley Channel
Transmedia Storytelling
Bridging Online with Offline
Online content strategy
designed to create
conversations and
promote real world
events"
"
"
Offline event strategy
designed to create
online conversations and
encourage product trial"
Source: tstoryteller.com
Transmedia Storytelling
35
Transmedia Storytelling
36
Transmedia Storytelling
37
Transmedia Storytelling
38
Transmedia Storytelling
Transmedia Story: TOMS Shoes
Style Your
Sole Parties
Shoe Drops
Day Without Shoes
Stores
Anchor: Website
@TOMS
@BlakeMykowskie
TOMS Channel
Fan Created Content
Facebook
Google+
Transmedia Storytelling
•  Protagonist
•  Antagonist
•  Conflict
•  Goals
Transmedia Storytelling
Transmedia Storytelling
42
Transmedia Storytelling
43
Transmedia Storytelling
Transmedia Storytelling
Transmedia Story: Jay-­‐Z Transmedia Storytelling
46
Transmedia Storytelling
Stories that Violated the Brand
47
Transmedia Storytelling
Transmedia Development
How will audience
participation effect
the story over
time?
What kind of audience
participation do I want or
need?
How will I
deliver the story?
Know your
brand
Know Your
Audience
What is the
story I want to
tell?
Source: Adapted from tstoryteller.com
Transmedia Storytelling
Design Process
Story
Integrated
Platforms
Experience
Design
Engagement
Strategy
Source: Adapted from http://www.slideshare.net/sioflynn
Transmedia Storytelling
Engage Your Audience
GROW AUDIENCE ENGAGEMENT
Attract
Develop attractors
that create
anticipation
Discover
Provide signposts
that orient and
guide you to the
experience
Experience
Develop artifacts
and rituals that
engage all the
senses and
maintain
connection
Explore
Multiple channels,
gaps and reminders
keep you motivated
and connected
Source: Adapted from http://www.slideshare.net/sioflynn
Transmedia Storytelling
Transmedia Storytelling
Transmedia Storytelling
Transmedia Checklist
ü Identify and craft the essential story
ü Know your audience
ü Expand the story into smaller narratives that fit different platforms
ü Design for participation
ü Entice by creating gaps and mysteries
ü Respect your audience
ü Collaborate in-house and with customers
ü Extend, adapt and share
Transmedia Storytelling
Above All: Be True to the Story
Transmedia Storytelling
Presented by: Dr. Pamela Rutledge
2013 Integrated Marketing Forum
pamelarutledge@gmail.com
www.pamelarutledge.com
@pamelarutledge
55