3. This presentation
• Applying transmedia storytelling to
commercial problems
• Why open storyworlds are great for brand
experiences
4. Brand options in entertainment
• Product placement
– product is dropped into shot;
better if product benefits integrated into story
• Branded entertainment
– entertainment that aligns with brand attributes
and reflects brand personality
• Branded transmedia entertainment
– branded entertainment experience that’s co-
created with consumers; multi-platform; dynamic;
engaging
5. Branded Transmedia Experiences
• Telling a story across multiple platforms
• Built on social media & social networks
• Co-created with consumers
• Provides bridges between platforms to get
consumers to trial product
• Opportunity to be responsive/dynamic
• Provides new consumer insights
7. Integrated Marketing Communications
• Advertising
• Sales Promotion
Opportunity for
• Events and Experiences
Transmedia
• Public Relations and Publicity Storytelling
• Interactive Marketing
Can fit within your IMC
• Word of Mouth Marketing or utilize the IMC approach
• Direct Marketing
• Personal Selling
11. Consumer needs vs Brand goals
• Sit back & lean forward
• Online & Offline
• My story, my time vs their story, their time
– Their story is created through the opportunities,
tools, content and events I provide through my story