Why Transmedia Storytelling should be applied to such a media marketing strategy?
It is important, at this stage, to explain what transmedia storytelling means, and how it can be involved within a similar campaign.
Stories are meaningful social resources that creates identities for their audiences (Page, 2012), and they represent the purest form of entertainment experience, being applied to different creative field, included marketing. Yet, for achieving a psychologically immersive experience (Murray, 1997) and a participatory project (Jenkins, 2009) it is indispensable to use a minimum of three different media, each of which should make its own contribution to the story development.
«Transmedia storytelling is the process of conveying …show more content…
(Mingant, Tirtaine and Augros, 2015:112) Form of Social storytelling role-play: sort of social media built around transmedia storytelling that creates buzz and viral marketing around different existent or original stories. Form of viral marketing: promoting a story through audience’s engagement and letting them fill up the affinity spaces, embodying the hero’s feeling and objectives. Sponsorship & partnership with transmedia producers: companies like 30 Ninjas and Starlight Runner. Platform that enable transmedia producers to build, monitor and power their story: another similar platform is the British agency Conducttr. Both of them allows the marketers to engage their audiences through Facebook and Twitter, by giving birth to a storytelling form of social media strategy. The different paths open up some exciting new ways to engage fans in personalized experiences, included mobile interaction through instant messaging apps. (TMSF Blog, …show more content…
Recognizable archetypes should be used in both the transmedia storytelling and the campaign, in order to facilitate the audience’s engagement on their unconscious level, increasing their desire to migrate to another platform/media in the transmedia narrative (Jenkins, 2006:120). The pop culture influence within a campaign should take into consideration this unconscious features, as well as trailers and
It is important, at this stage, to explain what transmedia storytelling means, and how it can be involved within a similar campaign.
Stories are meaningful social resources that creates identities for their audiences (Page, 2012), and they represent the purest form of entertainment experience, being applied to different creative field, included marketing. Yet, for achieving a psychologically immersive experience (Murray, 1997) and a participatory project (Jenkins, 2009) it is indispensable to use a minimum of three different media, each of which should make its own contribution to the story development.
«Transmedia storytelling is the process of conveying …show more content…
(Mingant, Tirtaine and Augros, 2015:112) Form of Social storytelling role-play: sort of social media built around transmedia storytelling that creates buzz and viral marketing around different existent or original stories. Form of viral marketing: promoting a story through audience’s engagement and letting them fill up the affinity spaces, embodying the hero’s feeling and objectives. Sponsorship & partnership with transmedia producers: companies like 30 Ninjas and Starlight Runner. Platform that enable transmedia producers to build, monitor and power their story: another similar platform is the British agency Conducttr. Both of them allows the marketers to engage their audiences through Facebook and Twitter, by giving birth to a storytelling form of social media strategy. The different paths open up some exciting new ways to engage fans in personalized experiences, included mobile interaction through instant messaging apps. (TMSF Blog, …show more content…
Recognizable archetypes should be used in both the transmedia storytelling and the campaign, in order to facilitate the audience’s engagement on their unconscious level, increasing their desire to migrate to another platform/media in the transmedia narrative (Jenkins, 2006:120). The pop culture influence within a campaign should take into consideration this unconscious features, as well as trailers and