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Transmedia Marketing

Transmedia Marketing: What is it?

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“Transmedia storytelling represents a process where integral elements of a story get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes its own unique contribution to the unfolding of the story.”

 

Transmedia storytelling is a great place to break out the individual components of storytelling — idea, motif, theme, mood, plot, character — and highlight them in different ways across different platforms.

In a transmedia environment, rather than simply telling the same story in multiple channels, each platform instead plays its own unique role in moving the story forward as part of a well-choreographed presentation.

For brand marketers, that means letting go of the traditional marketing practices in favor of a new, more nuanced goal, one that considers the communication canvas in full, conveying different parts of the story to different channels. By taking advantage of each channel’s strengths and creating unique extensions of a story based on those elements, a deeper and more engaging experience is created.

To create the transmedia flow, stories are accessed across a fleet of communication vehicles used in our daily lives, from computers to smart phones to tablets to e-reading devices, and gaming consoles. Story engagement can take place online at websites or social media channels like Facebook or Twitter, in books and eBooks, and through online video channels, not to mention in live events and other forums in the physical world.

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