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Transmedia
                            Storytelling
                             Digital Advertising




Creativity and Digital Communication
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Creativity and Digital Communication
What is transmedia?

 “Stories that unfold across multiple
 media platforms, with each medium
 making distinctive contributions to our
 understanding of the world, a more
 integrated approach to franchise
 development than models based on
 urtexts and ancillary products.”




 - Henry Jenkins (MIT Comparative Studies
 Program) in Convergence Culture




Creativity and Digital Communication
What is transmedia?

 “The art of conveying messages themes
 or storylines to mass audiences through
 the artful and well planned use of
 multiple media platforms.”
 “People don‟t want to watch the SAME
 story over different gadgets; they want
 deeper penetration into story to reveal
 MORE story.”

 – Jeff Gomez (Starlight Runner Entertainment)




Creativity and Digital Communication
What is transmedia?
 Related concepts:

 - Cross media (Bechman Petersen, 2006)

 - Multiple plataforms (jeffrey-Poulter, 2003)

 - Hybrid Media (Boumans, 2004)

 - Intertextual Commodity (Marshall, 2004)

 - Transmedial Worlds (Klastrup & Tosca, 2007)

 - Transmedial Interactions (Bardzell et al., 2007)

 - Multimodality (Kress & Van Leeuwen, 2001)

 - Intermedia (Higgins, 1966)




Creativity and Digital Communication
What is transmedia?
 Reflections on Transmedia Storytelling:


 a) Multiplicity over Continuity;          g) It should not be redundant or contradictory;

 b) World Making;                          h) May attract various audiences through
                                           different approaches in different media;
 c) Seriality;
                                           i) Uses the logic of "license"for co-creation;
 d) Remix;
                                           j) Can form communities - brings people
 e) Each media should do what              together and gives them something to do.
 it does best.

 f) Each part is self-sufficient in
 their own terms;




Creativity and Digital Communication
What is transmedia?
 Multimedia x Transmedia


 " Transmedia is not synonymous to adaptations in different media " -
 Giselle Beiguelman (2010)


           Multimedia                                   Transmedia
                 - Spectator                                  - Participant
                - A Message                                     - A Story
              - Fixed content                               - Evolving story
   - Content repetition between media            - Little repetition between media
        - Limited depth of content                          - Deep content
               - Pre-planned                         - Real-time and responsive


Creativity and Digital Communication
Participatory Culture and
Convergence

From spectator to participant: the public want to
go further, find new possibilities and experiences
in the stories.


The new user/reader handles:

• Interactivity
• Networks
• Fragmentation
• Quick adaptation to new interfaces
• Multi-screens
• Intertextuality                                    Prosumer = Consumer + Producer
                                                     – Alvin Toffler




Creativity and Digital Communication
World Making




Creativity and Digital Communication
World Making




Creativity and Digital Communication
World Making




Creativity and Digital Communication
World Making




Creativity and Digital Communication
World Making




Creativity and Digital Communication
World Making




Creativity and Digital Communication
Creating Transmedia Narratives

Development Stages of a Transmedia Project

- Creation of interstitial micro-stories;
- Creation of parallel stories (spin-off);
- Creation of peripheral stories (satellites);
- Creation of user-generated-content platforms (fan-fiction)

How to tell transmedia stories?

- Launching an eagerly awaited product
- Motivating a fan base
- Creating depth of engagement
- Multi-channel integration
- Reducing redundancy
- Co-creating content




Creativity and Digital Communication
Advertising and Transmedia


    “Transmedia content not only
    promotes the product: it becomes part
    of the product "

    - Ivan Askwith (Senior Content Strategist -
    Big Spaceship)




Creativity and Digital Communication
Cases

The Hire - After a year, the number of users who visited the site to download the BMW The Hire
Shot was about 21 million. With the addition of three more films in 2002, the number increased to 100
million. One million fans have asked a DVD with all eight films in the campaign.




Creativity and Digital Communication
Cases

Audi - The Art of the Heist - An Audi Project

The company said the project has generated four times more online buzz for the A3 compact,
engaging more than 200 000 people in a single day and attracting 79% of qualified visitors to the site
from Audi, compared with previous reports. Within days of the campaign launch, seven sites were
created by fans, including "Top 10 Reasons to Play Art of the Heist"




Creativity and Digital Communication
Cases
Batman - The Dark Knight:

The integrated campaign of the film has generated 50 million searches in Google for "The Dark Knight"and
more than 55,000 videos tagged "The Dark Knight" on Youtube.

On July 18, 2008, the website The Dark Knight has reached 1.5% of all Internet users. There were 5,270
inbound links to the website of the film. On July 18, the BlogPulse recorded a peak of 1.307% of all posts
on the web. Some of the videos on YouTube have received over 4 million views and generated hundreds
of thousands of comments.




Creativity and Digital Communication
Difficulties

1 - In some cases, Transmedia Storytelling promote
themselves, instead of the brand or product;

2 - Just because a brand can be integrated into a
Transmedia Narrative, does not mean it should be;

3 - Not all brands benefit from the creation of Transmedia
Narratives; some harm themselves.




Creativity and Digital Communication
Challenges

a) Storytelling works for brands outside of the entertainment
   industry?

b) Does your brand/product have fans and/or advocates?

c) Does your brand have a story?

d) Does the story have to be fictional?

e) Does fiction fit with your brand‟s values?

f) Can we gear-up to a „continuous‟ rather than „start-stop‟
mode of prodction

g) How to minimize failure risks?




Creativity and Digital Communication
References

         - http://www.milesmaker.com/?p=268

         - http://www.slideshare.net/stepaola/transmedia-storytelling

         -http://www.slideshare.net/cscolari/transmedia-storytelling-narrative-
         strategies-fictional-worlds-and-branding-in-contemporary-media-
         production

         -http://www.slideshare.net/danielbittencourt/lost-transmdia-economia-
         da-participao-e-a-nova-audincia

         -http://www.slideshare.net/leorayman/transmedia-narratives-ddb

         -http://www.slideshare.net/gbeiguelman/estticas-transmdia




Creativity and Digital Communication
Marcel Ayres
                                                       www.twitter.com/MarcelAyres
                                                       www.marcelayres.com


                           + Content:
                 www.papercliq.com.br
            www.papercliq.com.br/blog
           www.slideshare.net/papercliq
             www.twitter.com/papercliq




                                          Tel.: 55 71 3013 1432
                                          Av. Tancredo Neves – Ed. Esplanada Tower, 939 – Sala 403
                                          – Caminho das Árvores | CEP 41.820-021 | Salvador-BA



Creativity and Digital Communication

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Transmedia Storytelling and Digital Advertising

  • 1. Transmedia Storytelling Digital Advertising Creativity and Digital Communication
  • 2. PaperCliQ Study Group The PaperCliQ Study Group (Grupo de Estudos da PaperCliQ – GEPIQ) is a initiative of decentralized corporate education. It consists in periodic encounters of the whole agency team, in which each person presents a small piece of a bigger theme, previously chosen. These reunions allows the agency to advance the knowledge of all members, as the ability to present. The presentations are available online: www.slideshare.net/papercliq/tag/gepiq * Click to view the portuguese version of this presentation / Clique para ver a versão em português dessa apresentação Creativity and Digital Communication
  • 3. What is transmedia? “Stories that unfold across multiple media platforms, with each medium making distinctive contributions to our understanding of the world, a more integrated approach to franchise development than models based on urtexts and ancillary products.” - Henry Jenkins (MIT Comparative Studies Program) in Convergence Culture Creativity and Digital Communication
  • 4. What is transmedia? “The art of conveying messages themes or storylines to mass audiences through the artful and well planned use of multiple media platforms.” “People don‟t want to watch the SAME story over different gadgets; they want deeper penetration into story to reveal MORE story.” – Jeff Gomez (Starlight Runner Entertainment) Creativity and Digital Communication
  • 5. What is transmedia? Related concepts: - Cross media (Bechman Petersen, 2006) - Multiple plataforms (jeffrey-Poulter, 2003) - Hybrid Media (Boumans, 2004) - Intertextual Commodity (Marshall, 2004) - Transmedial Worlds (Klastrup & Tosca, 2007) - Transmedial Interactions (Bardzell et al., 2007) - Multimodality (Kress & Van Leeuwen, 2001) - Intermedia (Higgins, 1966) Creativity and Digital Communication
  • 6. What is transmedia? Reflections on Transmedia Storytelling: a) Multiplicity over Continuity; g) It should not be redundant or contradictory; b) World Making; h) May attract various audiences through different approaches in different media; c) Seriality; i) Uses the logic of "license"for co-creation; d) Remix; j) Can form communities - brings people e) Each media should do what together and gives them something to do. it does best. f) Each part is self-sufficient in their own terms; Creativity and Digital Communication
  • 7. What is transmedia? Multimedia x Transmedia " Transmedia is not synonymous to adaptations in different media " - Giselle Beiguelman (2010) Multimedia Transmedia - Spectator - Participant - A Message - A Story - Fixed content - Evolving story - Content repetition between media - Little repetition between media - Limited depth of content - Deep content - Pre-planned - Real-time and responsive Creativity and Digital Communication
  • 8. Participatory Culture and Convergence From spectator to participant: the public want to go further, find new possibilities and experiences in the stories. The new user/reader handles: • Interactivity • Networks • Fragmentation • Quick adaptation to new interfaces • Multi-screens • Intertextuality Prosumer = Consumer + Producer – Alvin Toffler Creativity and Digital Communication
  • 9. World Making Creativity and Digital Communication
  • 10. World Making Creativity and Digital Communication
  • 11. World Making Creativity and Digital Communication
  • 12. World Making Creativity and Digital Communication
  • 13. World Making Creativity and Digital Communication
  • 14. World Making Creativity and Digital Communication
  • 15. Creating Transmedia Narratives Development Stages of a Transmedia Project - Creation of interstitial micro-stories; - Creation of parallel stories (spin-off); - Creation of peripheral stories (satellites); - Creation of user-generated-content platforms (fan-fiction) How to tell transmedia stories? - Launching an eagerly awaited product - Motivating a fan base - Creating depth of engagement - Multi-channel integration - Reducing redundancy - Co-creating content Creativity and Digital Communication
  • 16. Advertising and Transmedia “Transmedia content not only promotes the product: it becomes part of the product " - Ivan Askwith (Senior Content Strategist - Big Spaceship) Creativity and Digital Communication
  • 17. Cases The Hire - After a year, the number of users who visited the site to download the BMW The Hire Shot was about 21 million. With the addition of three more films in 2002, the number increased to 100 million. One million fans have asked a DVD with all eight films in the campaign. Creativity and Digital Communication
  • 18. Cases Audi - The Art of the Heist - An Audi Project The company said the project has generated four times more online buzz for the A3 compact, engaging more than 200 000 people in a single day and attracting 79% of qualified visitors to the site from Audi, compared with previous reports. Within days of the campaign launch, seven sites were created by fans, including "Top 10 Reasons to Play Art of the Heist" Creativity and Digital Communication
  • 19. Cases Batman - The Dark Knight: The integrated campaign of the film has generated 50 million searches in Google for "The Dark Knight"and more than 55,000 videos tagged "The Dark Knight" on Youtube. On July 18, 2008, the website The Dark Knight has reached 1.5% of all Internet users. There were 5,270 inbound links to the website of the film. On July 18, the BlogPulse recorded a peak of 1.307% of all posts on the web. Some of the videos on YouTube have received over 4 million views and generated hundreds of thousands of comments. Creativity and Digital Communication
  • 20. Difficulties 1 - In some cases, Transmedia Storytelling promote themselves, instead of the brand or product; 2 - Just because a brand can be integrated into a Transmedia Narrative, does not mean it should be; 3 - Not all brands benefit from the creation of Transmedia Narratives; some harm themselves. Creativity and Digital Communication
  • 21. Challenges a) Storytelling works for brands outside of the entertainment industry? b) Does your brand/product have fans and/or advocates? c) Does your brand have a story? d) Does the story have to be fictional? e) Does fiction fit with your brand‟s values? f) Can we gear-up to a „continuous‟ rather than „start-stop‟ mode of prodction g) How to minimize failure risks? Creativity and Digital Communication
  • 22. References - http://www.milesmaker.com/?p=268 - http://www.slideshare.net/stepaola/transmedia-storytelling -http://www.slideshare.net/cscolari/transmedia-storytelling-narrative- strategies-fictional-worlds-and-branding-in-contemporary-media- production -http://www.slideshare.net/danielbittencourt/lost-transmdia-economia- da-participao-e-a-nova-audincia -http://www.slideshare.net/leorayman/transmedia-narratives-ddb -http://www.slideshare.net/gbeiguelman/estticas-transmdia Creativity and Digital Communication
  • 23. Marcel Ayres www.twitter.com/MarcelAyres www.marcelayres.com + Content: www.papercliq.com.br www.papercliq.com.br/blog www.slideshare.net/papercliq www.twitter.com/papercliq Tel.: 55 71 3013 1432 Av. Tancredo Neves – Ed. Esplanada Tower, 939 – Sala 403 – Caminho das Árvores | CEP 41.820-021 | Salvador-BA Creativity and Digital Communication