The following post is an article for Sparksheet, on brands and transmedia. Below is the extended version of the article. What is it about a great story that stays with us? In its simplest form, storytelling is an act of cultural preservation – from drawing on a cave wall to commenting on a friend’s Facebook status, the process of sharing information between two people is an innate part of being human. But in an age where the distribution and sharing of stories across multiple channels is increasingly accessible (and people’s attention spans even more divided as a result), how do organizations get their stories out to an increasingly fragmented audience? Enter Transmedia. A Transmedia refresher Transmedia storytelling, as explained by JWTIntelligence, “involves narrative threads tailored for different channels (from mobile to big screens, from social to traditional media) and audiences (gamers, readers, Tweeters, etc.)…For brand marketers, this means that rather than striving for consistency across multiple touchpoints, the goal is for different channels to communicate different things (within the overarching strategy), with an emphasis on putting the brand community at the center.” A popular example would be the companion media to 2003’s Matrix Reloaded. The Animatrix, an original series of [...]
