transmedia storytelling: connecting consumers to brands through modern storytelling

Connecting Consumers to Brands through Modern Storytelling

Meghan GarganStrategy Director, Likeable Media@meghangargan | www.meghangargan.com

#geekendTS

Transmedia Storytelling

WHAT IS

TRANSMEDIA STORYTELLING

• Multiple platforms/touch points.

• Each piece contributes something valuable and new (story world).

• Not re-telling a story throughdifferent media.

• Each medium used for what it doesbest.

• Hunting & Gathering – consumerexpectations.

TRANSMEDIA MODELS:

FRANCHISE & PORTMANTEAU

*The Matrix, Harry Potter, Burn Notice *Mad Men, HIMYM

WHAT IS THE VALUE OF TRANSMEDIA STORYTELLING FOR

BRANDS• 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

TRANSMEDIA CASE STUDY:

COCA-COLA: HAPPINESS FACTORY

Most successful commercials in brand history.

•Interactive Video Game

•Additional TV/Print Ads

•Comics/Teen Magazines

•Four-minute Featurette

•Musical Soundtrack

TRANSMEDIA CASE STUDY:

OLD SPICE: OLD SPICE GUY

Results: Sales went up 107% from a year ago, Facebook fan interaction went up by 800%, Twitter followers increased 2,700%, Old Spice became the most watched YouTube channel. #1 men’s body wash.

TRANSMEDIA CASE STUDY:

MATTEL: BARBIE & KEN REUNITE

Results: From Jan-Feb 2011, 34% increase in Barbie Facebook fans and 200% in engagement, on Feb. 14th Barbie & Ken were tweeted @ every 2 mins, #BarbieandKen trending topic, 5 million page views.

HOWEVER, TRANSMEDIA ISN’T FOR EVERYONE…

TRANSMEDIA IN OTHER INDUSTRIES

EDUCATION & 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.

DEBUNKING TRANSMEDIA STORYTELLING

MYTHS

1. TRANSMEDIA IS A FAD

2. TRANSMEDIA IS EXPENSIVE TO PRODUCE

3. TRANSMEDIA IS FOR GEEKS & NERDS

4. TRANSMEDIA IS THE SAME AS INTEGRATED MARKETING OR CROSS MEDIA STORYTELLING

5. TRANSMEDIA IS A GLORIFIED ARG

6. TRANSMEDIA IS ONLY FOR ENTERTAINMENT FRANCHISES

DON’T LEAVE ME HANGING

QUESTIONS?

@meghangargan | meghan@likeable.com | www.meghangargan.com

THANK YOU!