Toronto Session - Transmedia Storytelling With The Secret Location

Thoughts Use: #SLBBDO

Transmedia Storytelling...

Thursday, November 25, 2010


What is Transmedia + Examples

(25 minutes)

Introduction(5 minutes)

Discussion(15 Minutes)


Hi! I Am:

JAMES MILWARDEXECUTIVE PRODUCER AND FOUNDER: SECRET LOCATION


Representation:


We Are:• Designers

• Producers / Project Managers

• Strategists

• Flash & Web Developers

• iPhone / Mobile Developers

• 3D / Motion Graphics Animators


Our Focus:


Introduction Transmedia WTF? Discussion





So, ‘Transmedia’. WTF?




Transmedia Storytelling 101


This is Integrated Advertising


This is Transmedia Storytelling


Tweet about this at: #mmtransmedia

1. Hardcore Users



2. The Lifters



3. Spectators




What works (and doesn’t).




Examples &Case Studies




“After one year, the number of viewers who had visited BMW's Web site to download The Hire shot to over 21 million, and with three more films added in 2002, it rocketed to 100 million, sparking a Harvard Business School case study. One million enthusiasts ordered a DVD with all eight films.”




Coca-Cola’s Happiness Factory [has been developed] as a virtual world of characters and storylines that has impacted sales of Coke globally and will provide revenue streams that can be exploited through the likes of comics, videogames and films.

Jonathan MildenhallVP of Global Advertising & Creative ExcellenceThe Coca-Cola Company




SL CaseStudies:

Stanfield’sAdvertising / Brand Interactive




Stanfield’s Results:• In less than 7 days, we’ve reached our goal of: 25,000 likes on Facebook, raising $25,000 for Testicular Cancer awareness.

• Reached 50K Likes and $50K in 22 days.

• Pulled in over 750,000 visits over the full 25 days.

• We streamed 3,266,515 minutes of video or 6.2 years

• Received coverage from every major TV network, Newspaper, Radio Station and News Website in Canada.

• Check it out here: http://guyathome.com/


http://guyathome.com/

http://guyathome.com/



SL CaseStudies:

In Real LifeTV Show Interactive Extension for YTV




In Real Life’s Results:In just over 8 weeks, we’ve seen;

• Over 1,500,000 Views.

• 9 mins on site week days & 25 mins on weekends.

• Over 3000 levels created by kids

• On track to be YTV’s most played game!

Check it out here: http://inreallife.ytv.com/


http://inreallife.ytv.com/

http://inreallife.ytv.com/



5 Key Insightsinto Transmedia 1. Start with a clear sense of your goals. 2. Don’t get hung up on rules & definitions.3. Brand stories aren’t always fiction. 4. Use each platform for its unique strengths. 5. Let the “audience” participate in the experience.




Questions &Discussion?E-Mail: [email protected]

Twitter: @secretlocation

Web: www.thesecretlocation.com


mailto:[email protected]

mailto:[email protected]

http://www.thesecretlocation.com

http://www.thesecretlocation.com

Toronto Session - Transmedia Storytelling With The Secret Location

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Transcript of Toronto Session - Transmedia Storytelling With The Secret Location