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Transmedia Storytelling: Connecting Consumers to Brands Through Modern Storytelling

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Meghan Gargan's presentation on Transmedia Storytelling from a marketing and branding perspective. This was presented at Geekend 2011 in Savannah Georgia. Learn more about transmedia storytelling and Meghan at www.meghangargan.com.

Publicado en: Tecnología, Empresariales

Transmedia Storytelling: Connecting Consumers to Brands Through Modern Storytelling

  1. 1. Transmedia Storytelling Connecting Consumers to Brands through Modern Storytelling Meghan Gargan Strategy Director, Likeable Media @meghangargan | www.meghangargan.com #geekendTS
  2. 2. WHAT ISTRANSMEDIA STORYTELLING • Multiple platforms/touch points. • Each piece contributes something valuable and new (story world). • Not re-telling a story through different media. • Each medium used for what it does best. • Hunting & Gathering – consumer expectations.
  3. 3. TRANSMEDIA MODELS: FRANCHISE & PORTMANTEAU*The Matrix, Harry Potter, Burn Notice *Mad Men, HIMYM
  4. 4. WHAT IS THE VALUE OF TRANSMEDIA STORYTELLING FORBRANDS • Storytelling is timeless – brand lifespan is extended beyond a campaign window. • Authentic and natural brand messaging, no sales pitch required, the consumers come to the brand. •Multiple entry points into a branded story, rewards loyal fan with more insight, info, engagement. • Deeper level of engagement with fans, LONGER engagement with fans. •Invites vs. Interrupts
  5. 5. TRANSMEDIA CASE STUDY:COCA-COLA: HAPPINESSFACTORY Most successful commercials in brand history. •Interactive Video Game •Additional TV/Print Ads •Comics/Teen Magazines •Four-minute Featurette •Musical Soundtrack
  6. 6. TRANSMEDIA CASE STUDY: OLD SPICE: OLD SPICE GUYResults: Sales went up 107% from a year ago, Facebook fan interactionwent up by 800%, Twitter followers increased 2,700%, Old Spice becamethe most watched YouTube channel. #1 men’s body wash.
  7. 7. TRANSMEDIA CASE STUDY: MATTEL: BARBIE & KEN REUNITEResults: From Jan-Feb 2011, 34% increase in Barbie Facebook fans and 200% inengagement, on Feb. 14th Barbie & Ken were tweeted @ every 2 mins,#BarbieandKen trending topic, 5 million page views.
  8. 8. HOWEVER, TRANSMEDIA ISN’T FOR EVERYONE…
  9. 9. TRANSMEDIA IN OTHER INDUSTRIESEDUCATION & ACTIVISM • Non-profit providing support for the LGTB community • Website, Book, User-Generated Content, YouTube, Social Media • Department of Education grant to explore using transmedia storytelling for education.
  10. 10. DEBUNKING TRANSMEDIA STORYTELLINGMYTHS1. TRANSMEDIA IS A FAD2. TRANSMEDIA IS EXPENSIVE TO PRODUCE3. TRANSMEDIA IS FOR GEEKS & NERDS4. TRANSMEDIA IS THE SAME AS INTEGRATED MARKETING OR CROSS MEDIA STORYTELLING5. TRANSMEDIA IS A GLORIFIED ARG6. TRANSMEDIA IS ONLY FORENTERTAINMENT FRANCHISES
  11. 11. DON’T LEAVE ME HANGINGQUESTIONS?THANK YOU!@meghangargan | meghan@likeable.com | www.meghangargan.com

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