see for yourself
The iconic apparel
Strauss built a
story universe with
devoted to culture,
men’s and women’s
5Build your team. With an understanding of your
brand and its target audience, you begin
to think about your story and how to
develop it. Here are some approaches to
building teams and partnerships:
• Do it yourself. If transmedia is the
future, start building your capabilities now, especially if your company
already has media staff. Grow your
own in-house transmedia capability
with some personnel shifts, training
and short-term advisers.
• Hire a consultant. Hire a specialist
with expertise in designing transmedia branding strategies. He or she
may design a plan; spark brainstorming; conduct asset reviews; conduct
research, focus groups and surveys; and
help you identify creative partners.
• Hire an agency. Many advertising and
PR agencies have begun to develop
their own transmedia practices. If
you’ve got an agency, talk to them
about what they know. If you’re an
agency, consider hiring a specialist to
spearhead this new line of business.
• Partner with academia. Institutions
offering degrees in communication,
filmmaking or business are establishing
programs that are looking for industry partners, like the new transmedia
branding program at the University of
Southern California Annenberg Innovation Lab.
• Commission a storyteller. If your brand
vision and audience align with creative
artists—like filmmakers, YouTubers,
authors or performers—commission
one or more of them to create new
work that includes your brand values.
You get the “halo effect” of the relationship (as did BMW Films, which
tapped eight famous filmmakers for
The Hire series of short films). You can
also acquire finished work that reflects
your brand’s values.
• Crowdsourcing. Hold a competition,
offering prizes to creative partners who
can help you express your brand.
Whatever path you choose as you
develop your own transmedia practice,
make sure to share your experience
with others inside your company and
your industry. Transmedia is a nascent
art form, with lessons to be learned by
everyone. Consider writing your own
case study or white paper, and bring
your experience to others via your company’s blog and as a conference speaker.
Before you know it, you may be the next
about the author
Nick DeMartino runs a Los Angeles-based
consultancy specializing in digital media
strategy, transmedia and multi-platform
storytelling. His writing has appeared
on Indie Wire, Tribeca’s Future of Film,
The Wrap, Huffington Post MIPCOM and
his own blog. DeMartino was senior vice
president for media and technology at
the American Film Institute, where he
created innovative programs at the frontier of digital media and storytelling.
and many other media. Most transmedia projects concentrate on one or
two primary platforms, with secondary
platforms deepening the experience and
adding new dimensions to the story.