How to become a
for your brand
Five easy steps guide you through the process
by Nick DeMartino
By now you’ve heard the buzz about transmedia storytelling, right? Stories thatreachfansacross
multiple delivery platforms,
like those created by the big
(Star Wars, Batman, Glee,
American Idol, Halo,
Harry Potter and more).
Or stories created by the big
consumer brands, whose inventive
ences have deepened cus-
tomer engagement (like Old
Spice, Mattel, Wrigley and Levi’s).
Or stories created by a new class
of independent experience designers who are pioneering this art
form with more imagination than
money. They are tapping into the
power of new digital platforms, devices and social media.
All of which is leading many marketers to believe that transmedia
storytelling is the future of brand building and consumer engagement. By using
these new techniques, marketers expand their brand campaigns across various media,
reach new audiences, deepen engagement, and delight in the story and its messages.
More than just a technique to propagate a brand or message, transmedia
see for yourself
Wrigley’s launched the mysterious
Mission Icefly game that recruited
“test subjects” who could only get
deeper into the game by using
special codes printed on packs of
gum. The process of unraveling
the mystery was a big part of the
appeal of the game.