Our 7 Tenets of Future Storyworlds. At the European Broadcast Union (EBU) TV Summit in Copenhagen last week, Transmedia Storyteller Ltd founder and CEO, Robert Pratten, presented our vision for future storyworlds: PERVASIVE – Available on any device, anywhere and at any time.
Blurs real world and fictional world. PERSISTENT – Story evolves even if you’re not engaging with it. Aggregate audience activity and real-world environmental factors shape story development in real time. PARTICIPATORY – Allows audience to interact with story characters, locations, things and each other. The full presentation focused on TV’s role in a much broader non-linear entertainment ecosystem with these seven tenets of future storyworlds applying equally well to any entertainment and news business.
Chris Riley: How Social Media Accesses Global Creativity To Reconstruct Storytelling [video] Storytelling From Southwest Airlines Brings Out Its Humanity. The importance of Storytelling. Brand Re-Invention. Experts Offer Ways to Integrate Stories with Brands. Storied branding has been a hotter topic than ever recently, with marketers and branding gurus writing about storytelling almost daily.
Here are some highlights from the “how-to” articles of the last several months. Tomorrow: Good examples of storied brands. In 5 Ways to Integrate Stories Into Your Social Media Marketing, Heidi Cohen offers 5 Story-Related Attributes for Content Marketing, 5 Story-Related Metrics to Determine Content Effectiveness, and 5 Ways to Integrate Stories Into Your Social Media Marketing, the last of which I found most resonant. Here are those five ways (see her full article for her elaboration of each way): Determine trending topics to write about. Source stories from customers and the public. Converse: Writing Their Story with Rubber and Vinyl. When we think about brand storytelling, we often imagine a brand as defined by its history.
But how many brands pay homage to their histories? Especially those that have fluctuated as greatly as Converse’s? Converse’s story began with great success. With a distinct American image and near stranglehold in athletics — particularly basketball — Converse ruled the feet of teenagers and young adults in the ’50s and ’60s. But new players like Nike, Puma, and Adidas appeared, slicing at its market share and innovating the field to the point that Converse lost its NBA sponsorship and ultimately was forced to file for bankruptcy in 2001. Usually this would be the death knell for a shoe company — but not for Converse. At Story, we encourage our clients to become the content channel instead of sitting adjacent to it. Even before Rubber Tracks, Converse has done a great job solidifying its social footprint.
What do you think? Ghost Bikes Tell Stories Better Than Obituaries. I recently heard about ghost bikes.
White painted bikes, left at the spot where people had fatal accidents on bikes. It seems that this started in the United States but has been adopted by many other countries. It’s interesting because it tell stories from many different angles from one common starting point. It tells the story person that died as well as the place they died. While being a little macabre, it once again show the power of symbolism in telling a story. It strikes me in an od way that some people wanted to get across a message and found a way to tell their story effectively.
Like this: Like Loading... Shangri-La Hotels Use Storytelling in New Campaign. Image via Wikipedia “To embrace a stranger as one of our own.
It’s in our nature”. This is a great way to use storytelling to position the brand Shangri-la Hotels. I really sensed the feeling of an embraced stranger. I was in a foreign land but felt “protected” and “warm”. The interesting part is how they transformed the “its in our nature” tag line to a story and used multiple visual and verbal metaphors to get across the brands essence quickly with complete understanding. Storytelling To Create Impact Brands. Stories that Create Trust.