Innovation. Ideas. Insight.

DINU brands // Transmedia Storytelling

In DINU on May 6, 2008 at 10:12 pm

I continue to discover more about Transmedia Storytelling and think about how it matches up with my concept of the Deeply Immersive Narrative Universe. In addition to the work of Henry Jenkins (find out more here and here), I’ve recently read the work of Jason Mittell. Both of these guys are crazy smart, and if you are interested in the future of storytelling, on TV and the movies, in video games and the 3rd and 4th screen, you should read their stuff.

You may also have seen the May issue of Fast Company, where the creators of shows like Heroes, Lost and Battlestar Galactica talk about the future of storytelling. Like Jenkins and Mittell, the talk is about storytelling across multiple media. I think this is an essential key to creating loyal fans.

I think ultimately there is another piece to the puzzle. The last several years have seen a clear desire amongst consumers to be more than passive recipients. The successful properties and franchises of the future will figure out how to harness the creative power of fans to help enhance the product.

Over my next several posts I hope to provide some examples from a variety of brands that effectively use their fans to push their narratives.

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  1. Do you think this could be translated to “non-fiction”?
    I can’t help wondering whether newspapers – international, national and regional brands – can adapt this concept of Transmedia Storytelling.
    A lot of newspapers at the moment apprear to be going down the route of embracing their readership with open arms.
    So could they “harness the creative power of readers to help enhance the product”?

  2. [...] Posted on May 7, 2008 by Paul Groves I’m intrigued by the concept of Transmedia Storytelling being outlined over on the EyeCube [...]

  3. Paul,

    I think some media outlets are starting to incorporate consumer-generated video on their websites, but you bring up an even more interesting idea. I was reading the NY Times on the way in to work this morning and on two seperate occasions, when the article ended, I thought: “I’d like to know more on this topic.” How great would it be if at the end, there was a line that said, ‘for more on the Radiohead concert, go to Joe Smith’s blog.

    The Times has directed me towards something of quality that I may not have known about on a topic I am interested in. That’s a value add. Plus, think of all the consumers out there who would love to get the validation of the NY Times (or Guardian, etc.). Rather than pushing people away from the Times brand, I think it would encourage me to read there paper more often. Sure, they’ll give me the surface level information, but by leading me to the deeper dive they’ve created trust.

  4. Thanks Rick,

    Newspapers over here tend to use a “come on” at the end of a story to encourage readers to share their experiences of a particular issue. It can work if your readership is big enough (or interested enough) but it still feels too much like dictating to them for my liking.
    I’m looking forward to reading more of your thoughts on this concept because the potential is so great.
    But there is still a cultural issue I feel some newspapers need to address – the journalist doesn’t necessarily know best. Neither does the reader, so together they might actually have a few answers.

  5. [...] Brand Play vs. Brand Communiction Posted in Go Read A Book by Ryan Thomas on March 27th, 2009 Post Advertising* has a really interesting piece right now on the newly emerging term Transmedia Storytelling. I appreciate the idea but I think it rests more on the side of bullshit bingo: Transmedia storytelling is one of those monikers that runs the risk of being added to a Bullshit Bingo card some time very soon. On the other hand it could just be the saviour of brand communications. Google it and you’ll get all sorts of definitions that talk about evolving non-linear brand narratives, brand communities and deeply immersive narrative universes. [...]

  6. [...] sorts of definitions that talk about evolving non-linear brand narratives, brand communities and deeply immersive narrative universes. These posts were ahead of their time and have informed our offer but more often than [...]

  7. What is transmedia storytelling?…

    Transmedia storytelling is one of those monikers that runs the risk of being added to a Bullshit Bingo card some time very soon. On the other hand it could just be the saviour of brand communications. Google it and you’ll get all sorts of definitions t…

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