Transmedia Storytelling

MKTG 6226Pratyush Das & Tracey Tang

@_pratyush_das@traceytcc

Transmedia Storytelling 101

A process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of a unified and coordinated entertainment experience.

- Henry Jenkins

Transmedia Storytelling

The Matrix• Animated shorts• Comic books• Trilogy of action films• MMORPG game• Video games • Anthological graphic novel• Fan fiction/Fan theatre

MoviesBooks

Cartoon

Comics

Video games

Board games Toys

Fan fiction

Why does it work?

• Offers back story• Maps the world• Offers other character’s perspectives• Building brand equity• Deepens audience engagement

– From passive to participation

• Collaboration and connection

Source: Henry Jenkins (2011)

Is transmedia only about Hollywood?

Dexter ARG (Alternate Reality Game)

Source: JawboneTV

Emerged entertainment experience

•Changed the perception of personal trainers•Highlighted the dangers of obesity•Engaged people through personal stories audience could relate to•BL success is due to its authenticity.• You can see the contestant work hard and sweat and you

understand the effort that is required to make a change in your lifestyle.

The Biggest Loser Universe

Workout DVD Books Club

Meal Plan Resort Video Games

Managerial Implication

• Develop a brand story• Indentify your target audience• Select the best media channel to engage the audience

How to use Transmedia

• Engage multiple audiences from different generation• Extend the life cycle of the brand• Goal: Create an ecosystem for your brand• The popularity of one media will increase the

popularity of another