London Olympic Games was to make
the brand stand for more than product.
In its transmedia story, Coke stood for
an attitude, a lifestyle choice, and an
elevated perspective on sports and music,
which appealed to its audience. Nothing terribly new
in that old-school intent. But the distribution of digital
content added up to a multidimensional experience.
That was transmedia used brilliantly.
Music and sports were the themes of this “Move
to the Beat” experience, and from that the company
created dimensions of digital media content that
integrated urban artwork, live performance, and video
and online interactivity with social media, with the end
result being the creation of a thematic song, “Anywhere
in the World.” Then all of that content was reused to
continue the story.
the layers of story and ensures that
everything adds up to the experience of
the brand. This framework is the meet-
ing ground of narrative and technology.
inevitable constraints of time, budgets
and resources? Here are five steps that
will help you get started right away.
1.Understand the transmedia method
and its tools and processes. Then take
away all that doesn’t apply to your spe-
cific situation, and adapt the model to
achieve your goals.
But it’s still about the brand
So, how can you implement the transmedia method practically and within the