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Transmédia (2/2) : le marketing de l’attention

Transmédia (2/2) : le marketing de l’attention

http://www.internetactu.net/2011/05/19/transmedia-22-le-marketing-de-lattention/

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Transmedia Storytelling “Transmedia storytelling” is telling a story across multiple media and preferably, although it doesn’t always happen, with a degree of audience participation, interaction or collaboration. In transmedia storytelling, engagement with each successive media heightens the audience’ understanding, enjoyment and affection for the story. To do this successfully, the embodiment of the story in each media needs to be satisfying in its own right while enjoyment from all the media should be greater than the sum of the parts. Before expanding on how to create transmedia experiences, let’s ask ourselves two questions: The Transmedia Approach Integration is chaos. With so many agency / channel specialists – clients waste a ton of money paying for redundancies in their big agency fees. Furthermore, when Kellogg wrote the textbook on marketing integration years ago, I know that what they describe in their scenario planning was not what marketers are attempting to pass off as an integrated marketing plan. Today, 'Integrated Marketing' is defined as a multi-channel plan using the same message across all channels. What we know now is that one size does not fit all!

Tools of attraction: creating multimedia content for games and TV shows The traditional processes behind TV programme–making are breaking down. Illustration: Brett Ryder Storytelling has always been at the heart of the best media, be it a TV show, a documentary or a game, and there is no doubt that with the expanding choice of technology – from smart mobile phones and tablets to TV sets that have internet connections – we are seeing an ever–increasing convergence of storytelling on different platforms. But as this convergence develops, one of the key questions now confronting the media industry is this: who's in control of this explosion in creativity? The answer might seem obvious. Surely, it's the commissioners who grant producers the chance to broadcast on their channels.

Welcome to 3D Crime Scene - Paul Breuninger Crime scene reconstruction training and consultation for criminal justice professionals. Best of the Best Cop sites Best 100 Cop Sites Transmedia Storytelling By: Lauren Richardson (@r_lauren13) According to Carri Bugbee, transmedia consists of the technologies and processes that allow connections and interactions between fans, content creators and distributors of video content. Henry Jenkins in his weblog, Confessions of an Aca-Fan, further explores the basics of transmedia with an outline on his blog called “Transmedia Storytelling 101″. Here is a summary of some of Jenkins’ transmedia basics:

The Transmedia Hierarchy of Needs Have about 22 draft posts sitting in my WordPress Post box, so a bit of catch-up in next week or two to clear some out! Outside of the talk of what ‘transmedia’ actually is, the next key topic of controversy is how can you make money from it vs spending marketing money ‘on it’ to promote a traditional product/project. The Holy Grail at the moment is can we make the ‘multi platform, transmedia form’ an entertainment or service necessity – something worth users putting hands in pockets for (or clicking that PayPal button) and something worth spending the time and effort immersing yourself in – when there are so many other ‘linear’ fragments to graze on? This post therefore looks briefly at a core aspect of transmedia or experience design that is oft left out of the equation, the user need and how we can map out and create transmedia to meet those needs. Simple concept time.

Hierarchy of Consumer Social Needs In a shameless gaming of social media I’m going to start with my key graphic. If you read nothing else, this is what you need to know: Figure 1: Hierarchy of Consumer Social Needs Figure 1 presents my Hierarchy of Consumer Social Needs. Just as in real life, our immediate instincts focus on ourselves – satisfying our need for satisfaction through direct experience of the product.

Cautionary Tales in Transmedia Storytelling One of the greatest challenges in transmedia game development is crafting a believable story universe that persists across multiple media without tricking or endangering the game’s players. In her SXSW presentation on the ethics of transmedia storytelling, Andrea Phillips recounted a number of cautionary tales from the genre’s history in order to illuminate best practices in transmedia production. By Brandie Minchew, ARGNet Andrea Phillips has excellent qualifications to talk about ethics in transmedia. We wrote the book on Horror Netflix is a gift and a curse. Since it’s arrival on the Home Video scene, the company has all but destroyed video stores and rental services as we knew them, and re-invented the way we get our movies. Streaming is the way of the future, and Amazon and many other video services have followed suit and created their own ways of getting the instant gratification we are all seeking. However, Netflix is still the leader in this area, and one would be hard-pressed to find someone who doesn’t kick down the 8 bucks a month for unlimited movies.

New Infographic: The Brandsphere by Brian Solis and JESS3 Brian Solis Social networks and channels present brands with a broad array of media opportunities to engage customers and those who influence them. Each channel offers a unique formula for engagement where brands become stories and people become storytellers. Using a transmedia approach, the brand story can connect with customers differently across each medium, creating a deeper, more enriching experience. Transmedia storytelling doesn’t follow the traditional rules of publishing; it caters to customers where they connect and folds them into the narrative. ‘s insight: Infographie Nouveau: Le Brandsphere par Brian Solis et JESS3 Brian Solis. Every Platform Tells a Story: Transmedia has the power to make any topic more vivid and personal By Peter Gutierrez When Andy Plemmons, a progressive media specialist at David C. Barrow Elementary in Athens, GA, was asked to help create a set of interdisciplinary lessons for fifth graders to learn about September 11, 2001, he naturally took a transmedia approach. Plemmons remembers turning to TV, radio, and the Web to try to find out what was going on that day.

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