became part of the experience by typing
in keywords that reflected what they
were thinking and feeling as the story
unfolded. A three-minute video introduced key themes and expanded the
story into a game that the audience
could play on their laptops. The audience—now players and participants—
earned points as they absorbed the
details of the story.
At the end of the session, digital displays in the room completed the story
with another QR code for participants
to scan and download additional story
details, and offered options for selecting
So in 30 minutes this audience went
from the doldrums of boredom and
disconnection to the highs of an emotionally satisfying, multidimensional,
personalized, interactive experience that
likely would remain in their memory far
beyond the event.
That is transmedia in its essence: a
method for engaging audiences on a
gut, emotional level by telling stories
in a unique way across technology
platforms. It affords the opportunity to
create an experience for your audience
that combines all the best of technology
with a new level of interaction.
Think high-definition video on smart-
phones, showing a short episode of an
ongoing story. Playing search-and-
destroy missions in a digital game. Inter-
acting with a blog by choosing a character
or theme that is relevant to you, and
having that character become the lead in
your version of the story. What makes
transmedia unique is that it creates an
entire storyworld, or universe, for audi-
ences to explore. This world is the brand.
Today, communicators can marry the
ancient art of storytelling with tech wiz-
ardry to drive a unique, intimate and
personal audience experience. The trans-
media solution simultaneously reveals
layers and dimensions of your brand
story across multiple media and plat-
forms. All of those aspects and stories are
integrated to form a complete experi-
ence of your brand, products, messages
and knowledge. The end result? An
immersive and interactive 360-degree
experience of your brand message.
You might think that it sounds great
for the entertainment industry or as an
adjunct to a marketing campaign. But
what about long-term engagement?
And, more important, how is any of this
relevant or workable with B2B or B2C
audiences with products and services
that usually don’t perform in stadiums
and music videos?
It’s about content
The challenge starts with content.
Messages, information, facts and statements must be woven into a narrative
super-structure that adopts classic story
arcs, metaphors, emotions, drama,
conflict and resolution. The content
is then redistributed across platforms.
Each and every storytelling instance is
its own arc, yet they also point to and
integrate with a larger brand arc that
The core architecture—and the thing
that really sets transmedia apart from
run-of-the-mill multimedia or social
media—is the storyworld. This is where
the brand story has its rules, organizes
What makes transmedia unique is that it creates an
entire storyworld, or universe, for audiences to explore.