Driving Forward > Digital Marketing Blog

How to Use Transmedia to Build Your Online Presence

By

This article was originally written for the online magazine, Sparksheet. To read the original, click here.

Storytelling is an act of cultural preservation. From drawing on a cave wall to commenting on a friend’s Facebook status, the desire to share information is innate.

But in an age where the proliferation of stories spans multiple channels, how do organizations get their stories out to an increasingly fragmented audience?

Enter transmedia.

A transmedia refresher

Transmedia storytelling employs various media to deliver a narrative. The goal, to paraphrase JWTIntelligence, is for different channels to communicate different parts of the story, with an emphasis on creating a brand community.

popular example would be the companion media to 2003 film, The Matrix Reloaded. The Animatrix, an original series of animated shorts, was released in tandem with Matrix-themed comic books and video games to deepen the narrative beyond the boundaries of the film.

Image via madoocinema.com

Transmedia storytelling also creates a variety of entry points at which audiences can interact.

Take adaptations of the Harry Potter books, for example, where condensed, picture-centric versions have been developed to attract younger readers to the book series.

Then there is Joss Whedon’s cult phenomenon, Firefly. Despite the show’s dedicated following, the Fox flop only lasted a single season. In 2010, a group of die-hard fans came together to create Browncoats: Redemption, with the support of Big Damn Fan Films, Inc. (BDFF), a non-profit organization devoted to supporting charities through fan-made films. In Firefly, the Browncoat independence fighters are the protagonists of the show.

BDFF reached out to Firefly fans through various social networking channels to find a critical mass of followers to take part in the project. This allowed for crowd-sourced readings of the script, behind-the-scenes footage from fans and the creation of an in-the-flesh Redemption conference.

The film company was also able to leverage the fan base to raise money for several charities selected by the cast and creator of the original series.

Image via fireflyfans.net

The value of transmedia

Why should brands embrace transmedia storytelling?

  • Transmedia allows brands such as BDFF to foster a devoted audience and extend their reach to different demographics and communities.
  • Transmedia allows consumers to express themselves on their own terms and through established networks.
  • By encouraging people to create their own stories and content, transmedia branding allows for crowd-sourced open innovation, a process that could lead to new revenue streams and a treasure trove of relevant content.

As content creation becomes a shared responsibility between brand and audience, the person formerly known as the customer becomes a full-on co-creator and brand evangelist.

Worth telling a story, don’t you think?

_________________________________________________________________________________________

About the Author: Ja-Naé Duane, Director of Social Media at Overdrive Interactive, is a marketing strategist and the author of “How to Start Your Business with $100.” She’s been featured in dozens of media outlets, including Associated Press, NPR and Business Week. Her next book, “How to Create Revolution: A Step-By-Step Guide from History’s Social Influencers” is due out in the fall. Connect with her on Twitter: @TheSunQueen

Related Posts:

How to Set Up a LinkedIn Group
Top Goals of Social Media Marketers: The What and The Why.
Reward Your Customers Using Social Media in These 6 Ways

Contact Us

Schedule a presentation, tell us about your marketing goals, find our offices or just to say hello. We would love to hear from you!

Contact Us   

Infographic

Search Marketing Map

Search-Marketing-Map-2016

Explore the evolving search marketing landscape.

Get Access!   

Infographic

Lead Gen Metrics Timeline

lead-gen-metrics-timeline-v2

The lead generation metrics that really matter.

Get Access!   

Infographic

Demand Gen Infrastructure

demandGen

Drive - Capture - Convert - Optimize: 4 Steps to ROI

Get Access!   

Archives

  • December 2016
  • November 2016
  • October 2016
  • September 2016
  • August 2016
  • July 2016
  • June 2016
  • May 2016
  • April 2016
  • March 2016
  • February 2016
  • January 2016
  • December 2015
  • November 2015
  • October 2015
  • September 2015
  • August 2015
  • July 2015
  • June 2015
  • May 2015
  • April 2015
  • March 2015
  • February 2015
  • January 2015
  • December 2014
  • November 2014
  • October 2014
  • September 2014
  • August 2014
  • July 2014
  • June 2014
  • May 2014
  • April 2014
  • March 2014
  • February 2014
  • January 2014
  • December 2013
  • November 2013
  • October 2013
  • September 2013
  • August 2013
  • July 2013
  • June 2013
  • May 2013
  • April 2013
  • March 2013
  • February 2013
  • January 2013
  • December 2012
  • November 2012
  • October 2012
  • September 2012
  • August 2012
  • July 2012
  • June 2012
  • May 2012
  • April 2012
  • March 2012
  • February 2012
  • January 2012
  • December 2011
  • November 2011
  • October 2011
  • September 2011
  • August 2011
  • July 2011
  • June 2011
  • May 2011
  • April 2011
  • March 2011
  • February 2011
  • January 2011
  • December 2010
  • November 2010
  • October 2010
  • September 2010
  • August 2010
  • July 2010
  • June 2010
  • May 2010
  • April 2010
  • March 2010
  • February 2010
  • January 2010
  • December 2009
  • November 2009
  • October 2009
  • September 2009
  • August 2009
  • July 2009
  • June 2009
  • May 2009
  • April 2009
  • March 2009
  • February 2009
  • January 2009
  • December 2008
  • November 2008
  • October 2008
  • September 2008
  • August 2008
  • July 2008
  • June 2008
  • May 2008
  • April 2008
  • March 2008
  • February 2008
  • January 2008
  • December 2007
  • November 2007
  • October 2007
  • September 2007
  • August 2007
  • July 2007
  • June 2007
  • May 2007
  • April 2007
  • March 2007
  • February 2007
  • January 2007
  • September 2006
  • May 2006
  • September 2005