Transmedia Entertainment Marketing

This Presentation• Transmedia Entertainment Marketing• Benefits of transmedia storytelling• Developing transmedia entertainment• Integrated marketing communications• Next steps

Brand options in entertainment• Product placement

– product is dropped into shot; better if product benefits integrated into story

• Branded entertainment– entertainment that aligns with brand attributes

and reflects brand personality• Transmedia entertainment marketing

– branded entertainment that’s co-created with consumers; multi-platform; dynamic; engaging

Transmedia Entertainment Marketing• Telling a story across multiple platforms• Built on social media & social networks• Co-created entertainment experience with

consumers• Provides bridges between platforms to get

consumers to point of purchase (online or in store)

• Opportunity to be responsive/dynamic• Provides new consumer insights

Entertainment and AIDA

Attention Interest Desire Action

Product Placement & Branded Entertainment

Transmedia Entertainment Marketing

Transmedia Entertainment Marketing presents opportunity to integrate sales promotion but has to be done correctly without damaging the credibility and authenticity of the entertainment.

It’s not advertising• Pull marketing rather than push marketing

– consumers seek it out and don’t try to avoid it– content they want to share with friends– content that generates word-of-mouth

• Entertainment that’s valued by the targeted consumer group and therefore:– stronger emotional connection to consumer– builds brand affinity

• When co-created with consumer, opportunity for new insights

Working with you• Define the project• Develop the creative• Design the experience• Deliver and operate• Hand-over

Possible Objectives 1 of 2• Awareness

– Maintain or boost brand awareness – Reach beyond the usual or core consumer– Assist in profiling and recruiting influential consumers– Generate press (old & new media)

• Advocacy– Increase consumer advocacy– Reward or empower advocates– Accelerate and amplify buzz around brands and products

that have the “wow” factor– Generate fans and followers

Possible Objectives 2 of 2• Revitalization

– Create a “wow” factor around dull or undifferentiated products

– Generate word-of-mouth around low involvement products

– Re-position against competitors• Sales

– Generate indirect sales through all the above– Increase in direct sales by increasing consumer closer

proximity to point of purchase, combine with sales promotion

Integrated Marketing Communications

• Advertising• Sales Promotion• Events and Experiences• Public Relations and Publicity• Interactive Marketing• Word of Mouth Marketing• Direct Marketing• Personal Selling

TransmediaEntertainment Marketing

Can fit within your IMCor utilize the IMC approach

Transmedia project: Colour Bleed

Live performance

Real World

Online

Our Video

Business Cards

Website (“History of Colour”)

Graphic Novel

Phase 1: ARG sites & Puzzle

UG Video

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Phase 2: ARG (Becky’s website )

Bar codes (newspapers etc)

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Phase One: Two Months Phase Two: Two Months

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New Product Launch exampleLive performance

Real World

Online

Our Video

Business Cards

Website (“History of Colour”)

Graphic Novel

Phase 1: ARG sites & Puzzle

UG Video

Cinema screening

URL

to m

ain

site

film

ed

uplo

aded

Rabb

it ho

le

Rew

ard!

Rew

ard!

Rew

ard!

GPS

of s

ecre

t loc

atio

n

Live

str

eam

ing

Phase 2: ARG (Becky’s website )

Bar codes (newspapers etc)

scre

enin

g

Integrated Marketing

Point of Sale

Packaging

Advertising

Coupons

Samples

TV ads builds tease and emotional connection

Live flash dance and UG video builds engagement

Special sample packs provide story content: have narrative value in addition to trial of product

ARG provides coupons as rewards as well as narrative content. Could be stand-alone coupon or better: tear sheet in comic book

Limited edition packaging and point-of-sale display provides game clues to complete online puzzle

Final cinema screening offers another chance for narrative-themed product samples and direct sponsorship

Brand marketing is baked into transmedia entertainment.

Brand motives are transparent & honest yet it’s “all about the narrative” and not “all about me”.

Location-based Marketing• Proliferation of GPS cellphones and mobile

devices offer a multitude of opportunities for location-based marketing

• Promotional opportunities such as those offered by FourSquare & GoWalla are only the beginning

• Huge opportunity to integrate LbM into an integrated, transmedia entertainment experience

Augmented Reality• Opportunity for creative use of (store) location• Opportunity to drive offline activities, online

Next steps• Goals

• Scope

• Success criteria

• Target audience– Definition; Where they gather; Quality expectations; Engagement

• Business case

• Team

www.transmediastoryteller.comThe online service for interactive, cross-media

content delivery, management and measurement

Robert Prattentwitter.com/zenfilms