What if the days of “integrated” advertising were over? People have shown they can get together to share news and data about what they love. Look at LOST and Lostpedia, World of Warcraft, AI… Movie and video game industries has worked for long in that direction to support their products over the years. What if advertising could evolve to a non-linear narrative that your communities can empower on their own?

1. Ad crafting updated
The basics of transmedia
CREDITS: TONI KAARTTINEN ON FLICKR By Isabelle Quevilly, February 2012

2. “Looking down our list of
winners, it feels as if the digital
transformation of our industry is
almost complete. There isn't a
single campaign that doesn't use
interactive in some innovative way
at the heart of what it does. It's
not just about putting a video on
YouTube - each one of these
things has a deep point of
interaction with the audience and I
think this is the first year we've
seen that.” - Ian Tait , W+K, on
Cannes 2011 winners

3. What if... The days of
“ integrated” were over?
http://adsoftheworld.com/media/online/outofworkadguycom_integrated_campaign

4. Integrated planning is:
One BIG communication idea adapted across all communication
touch points. There is no adds-on nor evolutions to this idea based
on the context, the time of the day, the actions users make, the
device it is displayed on etc.
Integrated planning is an adaptation of advertising to today’s
world, not a true evolution to the new environment we face.
CREDITS: TRISARAHTOPS ON FLICKR

5. Source: http://farisyakob.typepad.com/

6. CREDITS: TOM FAGAN ON FLICKR
Integrated is made to fill in media
spaces not to fuel conversations.

7. What if... People could pull off
brand stories themselves?

8. Transmedia story-telling is inspired by
the video game and movie industries.

9. Integrated planning =
Brand
Big idea
Target audience
Mass media dominance
Big ad produced
Set of result

10. Transmedia planning =
One brand
Multiple ideas to express it
Multiple crowds
Infinite meeting places
Many content produced
Loads of results to crunch

11. Advertising is made for simplicity.
The simpler = the $$.

12. But it is losing efficiency
Other industries are talking to the same people, they have made
assumptions on complexity and have proven strong results. Why
don’t we take inspiration from them to evolve the way we
advertise to people?
They assumed things advertising don’t:
> people are SMART,
> people are SOCIAL BEINGS, crowds help each other and share
information (World of Warcraft, AI, MEGAUPLOAD),
> people build their own stories from pieces they find on their
own (whether it is for entertainment or a car to purchase, ref:
Google ZMOT http://www.zeromomentoftruth.com/).
> lots of small tactics compiled can be as efficient as one big thing.
CREDITS: FUNKY YUK ON FLICKR

13. CREDITS: XOMIELE ON FLICKR
We have to deal with a new relationship
between content, consumers and channels.

14. “Consumer generated stories outnumber
Coca-Cola company generated stories”
Source:http://www.youtube.com/watch?v=LerdMmWjU_E&feature=youtu.be

15. Shifting brand
communications to:
> Building non-linear stories
> Involving crowds to build-up the narrative
> Feeding flows of information everywhere
Source: http://farisyakob.typepad.com/

16. This is
transmedia* planning
* Buzz words must be used with moderation.

17. CREDITS: HEATHER_LINDSAY ON FLICKR
Er, concretely,
How to pull this together?

19. 1. Brand stories
“There are no low interest categories - so even washing powder
can develop interesting narratives - the question is then making
sure they are the right narratives for your audience.”
- Richard Huntington
Brands stories are inspired by existing conversations, pop culture
insights or news. They are a huge portfolio of ideas that are true to
your brand DNA. They must unique to your category to truly
differentiate your brand from its competitors.
Watch Coca-Cola content 2020 for inspirational thoughts: http://
www.youtube.com/watch?v=LerdMmWjU_E
CREDITS: CALIFFOTO ON FLICKR

20. 2. Tribes hook-up
Once you know what you to say, understand your audience
behaviors, where they are, what they read and start seeding it in
multiple environments and formats. Be nimble. Explore multiple
devices.
It doesn’t end here, now it’s time for you to gather data, feed-back
and iterate new content based on the knowledge you built in the
first place.
You are not doing one big TV spot or campaign any more, you are
chatting so go on, talk, learn... Converse in many formats and places
to extend your reach. Give them some room to do the talking as
well.
CREDITS: SISTER SAFETY PIN ON FLICKR

21. 3. Reward
As soon as someone starts engaging with your brand story, there
must be an instant gratification for them.
This will lead you to the next step, which is the immersion and
with your brand. If there is nothing in it for them, well, nothing will
happen.
Reward can be an access to someone famous, a sneak preview, a
game, and maybe a coupon... Ask them what they would like! But
whatever it is, make sure it comes as soon as possible after
engaging with the brand.
CREDITS: OPTIKALBLITZ ON FLICKR

22. 4. Immersion
A connection is made, you have gained someone’s attention.Your
brand is now one click away from a massive win: some room in
what they say to their friends.
You are now talk-worthy.
Bravo.You turned your actions into an effective communication
piece that will generate reach and engagement. Buzz words come
at a price.
CREDITS: RUDE LOVER ON FLICKR

23. EXAMPLES
CREDITS: TO’’Y BEAR ON FLICKR

24. http://www.youtube.com/watch?v=VpuC7HhCPWA

25. http://www.youtube.com/watch?feature=player_embedded&v=XNic4wf8AYg

26. http://www.youtube.com/watch?v=z5w2CNB9clw

27. From integrated:
> Missing social relationships
> Short-term vision
> See consumers as individuals, not
social beings
> Users need to be exposed to
several pieces to get the message
> Ignore that media are better at
different things
> One-way story telling
> The brand story is one message
across all media
> Consumer touch points are paid
> Sell an idea
> People are simple
> Think flat, straight
CREDITS: ROJ ON FLICKR

28. From integrated: To transmedia:
> Missing social relationships > Built on social relationships
> Short-term vision > Long-term vision
> See consumers as individuals, not > See consumers as a social beings
social beings > Use each media in many different
> Users need to be exposed to ways - not one media, one message.
several pieces to get the message You’re not bending media to fit an idea.
> Ignore that media are better at > Each channel is strong enough to live
different things on its own
> One-way story telling > Multiple stories told
> The brand story is one message > The brand story aggregates stories
across all media across all media
> Consumer touch points are paid > Consumer touch points are earned
> Sell an idea > Sell a crowd of like minded folks
> People are simple > People are complex, nuanced
> Think flat, straight > Think layers
CREDITS: ROJ ON FLICKR

29. A commercial influence
To conclude, I would say that it is our role to understand and
follow people’s behaviors in regards to the way they communicate.
It’s a must if we want to positively influence them in regards to
their purchase decision process.
Transmedia is happening today. People are searching and putting
together stories among brands and products in your category.
There is room for you to turn these behaviors into effective
communication assets that will drive sales, acquisition and
retention.
It is challenging. It is complex. But the game has changed, just as the
way we are crafting advertising should change.
CREDITS: JACAW ON FLICKR

30. Special thanks to:
Faris Yakob: http://farisyakob.typepad.com/
Leo Burnett Toronto: http://lbtoronto.typepad.com/lbto/2006/10/transmedia_plan.html
Ernest Barbaric: http://www.ernestbarbaric.com/2012/01/what-is-content-marketing/
Marc Binkley: http://blog.marcbinkley.ca/?p=660
Henry Jenkins: http://www.amazon.com/Convergence-Culture-Where-Media-Collide/dp/
0814742815/
http://listeninpictures.com/innovative-storytelling-projects-you-need-to-see
http://www.scoop.it/t/transmedia-storytelling-for-the-digital-age
CREDITS: TRISARAHTOPS ON FLICKR

31. @DigitalPlanner
This deck is made to help the advertising community
think different. It will hopefully start conversations and
sparkle new ideas. It is yours to steal, comment and
share!
#transmedia #adcrafting
Crafted by Isabelle Quevilly. London. February 2012