![]() ![]() Transmedia storytelling is essentially serialized production of singular source material across ancillary markets and various platforms, offering unique experiences and diverse consumption. ![]() Similar to franchise models ( Sigue & Chintagunta, 2009), which spread resources aligned through social relation, interest and brand identity, among a network of stakeholders, transmedia storytelling extends, adapts and transforms content through social exchange and spreadable media ( Edwards, 2012). Transmedia storytelling takes full advantage of the eclectic digital landscape to bring “greater institutional coordination, added narrative integrality and deeper engagement” ( Johnson, 2013) to the consumption of culture. Thus, this process serves as an extension for Worldbuilding, as content is systematically dispersed across multiple channels creating a singular and coordinated entertainment experience. Transmedia storytelling compliments the decentralized and fragmented ecosystem of the Internet, allowing content creators to create overarching narratives, new modes of presentation and social integration with a degree of audience participation, interaction or collaboration across multiple platforms and formats. This techno-social lifestyle is the product of advancements in mobile communication, social media networking and the Internet, which have enmeshed technology and society in a “reciprocal, cyclical, relationship” ( Chayko, 2014, pg. ![]() The Internet has completely transformed the way we create, share and experience media today, fragmenting our consumption and socializing our exchange of culture. The campaign started with a catchy jingle but has since expanded to an iPhone game, plush toys, and figurines.Transmedia storytelling is a powerful technique for developing and dispersing a narrative structure across multiple platforms ( Jenkins, 2006), most commonly through web-based technologies and social media, to achieve a level of engagement that compliments the need “digital relativity” ( Rubel, 2010) in the information age. So when Melbourne Metro had to release a PSA for train safety, they seized the opportunity to break the monotony usually associated with PSAs by using transmedia storytelling. Over the last nine years, Flo has appeared in over 100 commercials, has her own bobble head, a Halloween costume, and even has a role in the racing video game ModNation Racers.įlo’s ability to transcend traditional marketing mediums has helped Progressive appeal to the elusive younger audience. ![]() Perhaps the best example of a brand using transmedia storytelling happened in 2008 when car insurance company Progressive brought out Flo, the quirky saleswoman who has since become the face of the brand. This results in a natural build of brand awareness and loyalty. Traditionally, media franchises (like Harry Potter and Star Wars) have brought this technique to life by building off the original content with related games, toys, theme parks, etc. Different media forms work together to create a larger, more engaging story that immerses the consumer in the brand. Transmedia storytelling is simply defined as “telling a story across multiple media” and thrives off audience engagement. ![]()
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