11/8/2023 0 Comments Transmedia storytellingTo my teammates and coaches of the Middlebury Basketball team for showing me the meaning of hard work. As such, I could never have completed this project without the help of a number of people.Ī special thanks to the incredibly smart (trans) media scholars and professionals who took the time to answer my questions: Ivan Askwith, Christy Dena, Sam Ford, Jonathan Gray, Geoffrey Long, and Mark Warshaw. I did not take a direct path to get to this point, but I believe wavering off the road and wondering where I was has made reaching the final destination even sweeter. It is also, I think, the beginning of a new focus, a new passion, and perhaps even, a new career-goal. Prestigious keynote speakers from around the world will discuss the latest trends in content marketing, storytelling and many more areas of digital marketing, such as SEO, social media and CRM, among others.This thesis represents the end of a long and exhausting journey of self-discovery at Middlebury College. If you want to know the latest in transmedia storytelling, don't miss The Inbounder Global Conference 2018 next April 25 and 26 in Madrid. We Are Marketing adds this thinking when creating strategies. In this infographic, we analyse 10 transmedia storytelling formats that can be useful in your digital marketing strategy: And in the miniseries, it was possible to show 100 different faces for Álex. Each episode was then uploaded to YouTube.īy the end of the campaign, which lasted for a month and a half, the webisodes had gone viral, reaching 60 million views worldwide, with a 97% approval rating on YouTube. The success for these two companies was to connect with the user through social networks: In this story, the audience could interact with Álex through their Facebook page and could participate by putting a face to the character (a different face each day). Alex used a Toshiba Protégé equipped with Intel to tell his story through daily video diaries. The protagonist was Alex, a young man who woke up every day with a different face and body, and who faced the problems of his age: finding a job, falling in love with a girl, maintaining friendships. Both companies created an online mini-series of 6 webisodes, called “The Beauty Inside”. Their goal was to connect with customers and, at the same time, promote the Toshiba Ultrabook. It’s a puzzle in which all the pieces fit together to complete the story, while the user is given new information in each piece", explains Laia Vidal, transmedia expert, in the webinar “The change in the role of users in the transmedia storytelling”, by IEBS Business School.Ī good example of transmedia storytelling is the project of the companies Intel and Toshiba. “The contents are always new, in each medium and in each platform. All this content has a common thread, through which the consumer plays an active role. This content can be offered through blogs, videos, ebooks, social networks, movies, etc. Transmedia storytelling is defined as a story that is told through various media and communication platforms. This is where the term transmedia storytelling enters the picture, introduced by American researcher Henry Jenkins in an article published in January 2003. How can they succeed? Through different channels, and with novel, personalised and added-value content. Brands struggle to innovate over their competitors and reach an increasingly demanding user, within their digital strategy. The arrival of the digital age has transformed this whole process, in which the consumer has a greater power of influence over companies. This kind of one-way communication was effectively a monologue. But what if they didn’t? There was no kind of interaction. While this included different methods like brochures and advertisements in traditional media, it was only advertising. Some time ago, companies communicated with consumers on a basic level through one channel: advertising. We’re going to introduce you to transmedia storytelling: a new way of offering valuable content where the user assumes an active role and interacts with the company. In the digital age, brands struggle to connect with consumers through different formats: blogs, videos, ebooks, social networks.you name it.
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