See the latest installment
of Coca-Cola’s Happiness
Factory series here.
action, dialogue and narrative-focused,
story-guided (brand) conversation.
Transmedia strategies allow the flow of
content across a host of platforms that
work for both the story/brand message
and the audience/consumers. And that’s
no mean feat.
The rise of social media communication
has amplified everyone’s voice, while at
the same time potentially diluting messages amid the noise. Target markets
are now splintered, and their behaviors
are fragmented. Social networks have
consolidated communities into distinct
groups of like-minded people, creating
hubs of people both online and in the
Fragmented interaction, built from a
core theme and delivered strategically
and intuitively, is set to change the tra-
ditional role of communication profes-
sionals. Where businesses used to have
one “push” model, we now have quicker,
sharper, consolidated, amplified chan-
nels through which to communicate.
Transmedia storytelling is built on a
story or brand message. Others might call
it “business DNA,” but it’s what under-
pins your story/brand. It’s your raison
d’être, and from that message you need to
create context to create content that is dis-
coverable, promotable and shareable, and
that invites discussion and participation.
Coca-Cola, for example, is engaging
its audience through the storyworld
of “The Happiness Factory,” a campaign
built with the help of New York
transmedia consultants Starlight Runner
Entertainment and ad agency Wieden+
Kennedy. The campaign involves tiny
creatures living in a fantastical world
inside Coca-Cola vending machines.
The Happiness Factory franchise
includes video games, apps and social
networking campaigns, as well as TV,
radio, and online, outdoor and mobile
ads. In one instance, passersby in a
Korean shopping mall are challenged by