This week I am looking at transmedia storytelling and how it applies to my planned profession, integrated marketing communication and public relations.
Before I go any further, it is necessary to define transmedia storytelling.
According to Henry Jenkins (2006), transmedia storytelling is,
“a process where integral elements of fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience.”
This concept is a part of convergence, which I explained in my previous blog. According to Dupagne & Garrison (2006) convergence is the “coming together of all forms of mediated communications in an electronic, digital form, driven by computers”. Transmedia storytelling is a form of convergence.
For example, Harry Potter, Sex and the City, Spiderman, Avatar and The Matrix (the list goes on, but these are my picks) have all successfully use transmedia storytelling.
At the top of my list sits the Star Wars empire, which consists of a series of movies spanning over four decades, toys and merchandise, comic books, games, a website and everything in between. In addition, transmedia storytelling can result in a ‘richer entertainment experience’, which is the case for Star Wars (Jenkins 2006). This is a perfect example of how transmedia storytelling applies to marketing.
In the video clip below, Jenkins explains key concepts including transmedia storytelling, user generated content, collective intelligence and ultimately, convergence culture. He explains how the public are retelling stories using the images that are owned by major media companies.
So, what are the implications of transmedia storytelling on IMC and PR?
I think that the biggest advantage of transmedia storytelling for marketers is that if someone hasn’t watched the movie, they might have seen the game, if they haven’t seen the game, they might have seen the website – my point is, one way or another, we’ll get ‘em (consumers).
1. Increased brand awareness: Marketers and public relations professionals are able to use a range of mediums to communicate a message to a large audience. No one can escape Avatar at the moment, I haven’t had the chance to see the movie, but thanks to transmedia storytelling and marketing, I already know the basic storyline and that there are blue people. I will see it one day. Transmedia storytelling enables constant exposure of the story which results in an increase in brand awareness.
2. Synergistic messaging: Of course, with the availability of so many media platforms, marketers and public relations professionals must ensure that their communication efforts are synergistic and appropriate to both the target audience/publics and the media platform.
3. Target market: Transmedia storytelling allows marketers to access the desired target market more effectively and efficiently. However, marketers must be careful not to over use transmedia storytelling or use media platforms that won’t actually reach the desired target market.
4. ROI: Marketers, public relations practitioners and ‘creatives’ in general are always looking for ways to measure and prove the success of a campaign or communications efforts. Transmedia storytelling can provide substantial $$$ to an organisation. Of course, this is due to increased awareness and better targeting of target market and additionally, the ability to gain a ‘follower’ of the story somewhere along the line.
5. Multiple channels for customer feedback: Public relations practitioners value (or should) 2 –way symmetrical communication. Transmedia storytelling allows for valuable customer feedback using a number of media platforms.
6. Use of celebrities: With the increase in transmedia storytelling, where a movie becomes a lifestyle choice, what happens to the characters? Brands regularly use celebrities as endorsers or ambassadors for a range of products. In the future, marketers and public relations practitioners will need to be careful when using celebrities because they might not transfer the story that you’re looking for.
Perryman (2008) says that storytelling must,
“contain enough extra-value for them to be worth seeking out and consuming in the first place, either by adding extra levels of ‘additive comprehension’, or by providing more background history or character development to help shape the world the franchise is trying to create.”
I think that Perryman has made an extremely valuable point which applies to marketers and public relations practitioners. At the end of the day, transmedia storytelling must actually serve a purpose.
Jeff Gomez, CEO of Starlight Runner Entertainment, and an expert in transmedia storytelling explains the concept in detail.
Want more? Here’s some more on transmedia storytelling…
‘Convergence Culture‘ written by Henry Jenkins – worth the read!
Tim Burrowes from Mumbrella looks at McDonald’s food for any mood digital campaign which unfortunately failed due to poor creative and website execution. The mood app is an example of transmedia storytelling that has missed the mark.
Here’s another interpretation of transmedia storytelling from an Australian communications student.
Another helpful definition, ‘a new aesthetic that has emerged in response to media convergence’, where audiences act as ‘hunters and gatherers, chasing down bits of the story across media channels’ (Jenkins 2006).
What do you think about transmedia storytelling? I would love to hear your opinion too.
My resources
Jenkins, H. 2006. Convergence Culture: Where Old and New Media Collide. New York University Press.
Dupagne, M., & Garrison, B. (2006). THE MEANING AND INFLUENCE OF CONVERGENCE. Journalism Studies, 7(2), 237-255.
Lawson-Borders, G. (2003). Integrating new media and old media: Seven observations of convergence as a strategy for best practices in media organizations. JMM – The International Journal on Media Management, 5(2), 91-99.
Perryman, N. (2008). Doctor Who and the Convergence of Media: A Case Study in `Transmedia Storytelling’. Convergence, 14(1), 21-39. (This is a great article!)
McLellan, H. (2008). Digital Storytelling: Expanding Media Possibilities for Learning. Educational Technology, 48(5), 18-21.
Goggin, G. (2004). Thinking New Media. Continuum: Journal of Media & Cultural Studies, 18(1), 138-144.
Carter, L. M. (2007). REVIEWS: Democracy and New Media, edited by Henry Jenkins and David Thorburn. Technical Communication Quarterly, 16(2), 261-264
