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18 Apr 17

TRANSMEDIA STORYTELLING

TRANSMEDIA STORYTELLING

Technology has become accessible to everyone. From platforms such as websites, e-commerce, e-mail marketing, video, from online advertising to mobile marketing, social networks or broadcast, any brand or individual now has access to tools capable of leveraging their products or their brand image.
However, in the communication processes, one still faces the absence of a strategy which allows the integration between the means and the actions practised, in a somewhat unsuccessful relationship between online and offline.
The most common thing is a brand and product focused communication, when in fact, what consumers are looking for are experiences, well being, being part of brand stories and creating empathy relationships with them.
The stories, combined with the best that technology provides us, allow any brand to interact with its audience in a highly impactful way.
More than consumers, through the new means and platforms of communication, brands get true fans, who also become content creators.

The transmedia storytelling strategy makes perfect sense in the lives of brands and people. The goal of this strategy is to develop an experience of entertainment and consumption of content in the audience, allowing them to participate in the creation of new content in a coordinated and unified way. Each medium will contribute to the development of the story, which can be the story of a person or a brand.

We must understand that a transmedia storytelling strategy should captivate people, make them recognize themselves, and feel part of the story. For this, it is essential to use the most varied means of communication available, in order to carry the message to all, allowing the interaction and providing a differentiating experience.

At the base of the stories are the emotions, the values, the human factor. The center has long since ceased to be the brand or the product, to be invariably the audience, the people. This is one of the basic principles in the storytelling process.

This leads to an easy understanding and memory of the message. A transmedia storytelling strategy can be used with the following goals:

  • The launch of products or services;
  • The creation of a particular community around a cause;
  • Deep link building with a fan base;
  • Promote integration between the communication channels of a brand;
  • Reduce content repetition between different channels;
  • Promote the creation of Collaborative Content.
  • On the market, there are many reference projects such as the Coca Cola Happiness Factory, Chipotle as the “Food With Integrity” campaign, Mini with the “Go With Your Gut” project, Intel and Toshiba With “The Beauty Inside”, among many others.
    This is the combination of different media, where each one has a content developed based on the characteristics of the same medium, but with its own content, an integral part of a larger narrative, which is the history inherent to a campaign.

    Transmedia storytelling is undoubtedly what distinguishes communication from major brands.

    This article was originally published on BlogTransmedia Land.
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