Teaching Old Brands New Tricks with Transmedia Storytelling (1/2)

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Henri Weijo (PhD candidate at Aalto University School of Economics, Department of Marketing) explores transmedia storytelling, showing how many of its practices have already become commonplace in today’s marketing. However, at the end of the presentation I outline ideas on where brands should be going next to really leverage transmedia. Part 1 / 2.

Transcript of Teaching Old Brands New Tricks with Transmedia Storytelling (1/2)

  • 1. Teaching OldBrands New Trickswith TransmediaStorytelling (1/2)Henri WeijoAalto University, Marketing Dept. Luxus Digital Week, 8.2.2012

2. NOTE: I had to split this presentation into two (and take away some of the graphics) because of Slideshares upload limit sorry. The original was, of course, one presentation. 3. Who? Henri Weijo Researcher, lecturer, international man of mystery, PhD @ Aalto since 09 on online communities of consumption Worked @ Luxus 2008-09, btw 4. Who? Was going to do my PhD on transmedia storytelling, but moved on (dont ask!) However, I still follow the eld with interest and lecture about it when asked to (nicely) 5. Confession This presentation is NOT about just transmedia storytelling (thatd be booriiing) Transmedia is however a great way to explain where marketing, consumers (well, fans) and the media ecology are kinda/sorta collectively heading 6. What Im going to do1.Explain what istransmedia storytelling(and why it matters) 7. What Im going to do2.Show that many oftransmedia practiceshave already creptinto contemporarymarketing 8. What Im going to do3. Lastly, Ill argue thatthere needs to be a biggerchange in brand thinkingto fully take advantage oftransmedias potential 9. ia do eder a t furththou sm so wi T r an ingry te llSto 10. Lets face it: we have entered an era of media convergence that makes the ow of content across multiple media channels almost inevitable. [] Everything about the structure of the modern entertainment industry was designed with this single idea in mind the construction and enhancement of entertainment franchises. 11. Transmedia storytelling = the use of multiple platforms to aid in telling a central narrative Example: a plot jumps from a movie to a comic book to a video game to a TV show etc. However, transmedia storytelling also refers to the audiences participation in inuencing where the story goes next 12. Two trends that caused transmedia1. Media industry conglomeration,changes in trademark and copyrightlaws media franchises/contentmuch more lucrative as businessassets 2. Change in consumers and theevolution of media / pop culture Naturally, the two trendssupported each other 13. The business side of transmedia 14. Media convergence and business Convergence as a biz phenomenon familiar from other industries (e.g. cars, Morton 2000) 1990s: massive media consolidation, movie studios being bought by media giants Emergence of new media technologies and channels 15. Media convergence and business Digitalization has made content much more malleable cheap to distribute same content across new channels Bottom line: in the late 90s big media houses owned the content (e.g. Hollywood movie rights), media channels and spreading content was becoming cheaper all the time ABSOLUTELY MASSIVE synergy opportunities 16. Copyright As other business advantages have become hard to sustain (thanks to globalization), intellectual property (inc. brands) has shot up in value and become more business friendly 17. Did Lucas cause transmedia? 1977: George Lucas managed to get all the Star Wars merchandise rights to himself Today: over 20 billion dollars worth of Star Wars merchandise sold Movie studios learned their lesson from this 18. Consumersas readers of transmedia 19. Media culture evolution For transmedia, the most important change in media culture is the constant cross-referencing now happening between different media texts, or Intertextuality writ large (Kristeva 1986) This makes it difcult and even futile to evaluate or read texts separately This is so ingrained to us now that the importance of this is often hard to see 20. Pop culture and transmedia Self-referencing and intertextuality the lingua franca of pop culture Transmedia storytelling would not be possible without peoples contemporary media / pop culture literacy Somewhere down the line, popular culture started to reference itself and got really smart. (McCracken 2008) 21. Example off the top of my head: The SimpsonsDeep Space Homer episode (1994) had atleast 13 direct pop culture references,something like once every two minutes! 22. Characters in transmedia stories do notneed to be introduced so much asreintroduced, because they are knownfrom other sources (Jenkins 2006) "Its as if we are getting so good atcontemporary culture that lots can beremoved. (McCracken 2009) 23. Pop culture and advertising The 30 second ad spot has heavily contributed to media text cross- referencing! If you have to tell and entire story in 30 seconds or less (use of camera angles, aesthetics, music, sound tone etc.), you revert to familiar cues/tropes to be safe re-enforces these cues / language! 24. Consumersas creators intransmedia 25. Consumers Fan/community-created content an old phenomenon, e.g. alternative plotlines in fan magazines etc. If you trace back even further, for centuries folk culture has been based on people modifying content and putting their spin on it 26. Consumers Participatory fan communities have always skewed towards sci-, fantasy, soap operas etc. This is because these types of stories rely HEAVILY on archetypal characters, because fans can easily extend archetypal characters THIS IS THE BIG LESSON MOST PEOPLE HAVE MISSED! 27. Consumers Content digitalization and new media technologies enabled radical new ways of shaping and sharing content Thanks to the Internet, fan communities have started to organize and content manipulation became even more pervasive participatory culture The role of media technlogies in this shift has been grossly overstaded, though 28. BusinessConsumers New media Old folk practices channels of shaping content Cheaper Media / pop distribution culture literacy Digitalization New media Content technologies consodolidation Digitalization Copyright New communities Synergy! thanks to the internet