The Rise Of Transmedia Storytelling

There is a new art form, and a new marketing strategy, that involves using a variety of media to tell separate stories of the same characters or worlds. It’s called transmedia storytelling.

Transmedia storytelling is different than cross-media storytelling. With cross-media, you are telling the same story. With transmedia storytelling, you are telling separate stories of the same characters that run parallel. Many new entertainment brands are using transmedia storytelling by incorporating the following media to present worlds in different ways:

• Blogs
• Social media
• Websites
• Podcasts
• E-books
• Movies/film
• Mobile apps
• Theater
• And more

The big question is how can businesses take the principles of transmedia storytelling and apply them to marketing and branding?

Like a lot of things, there’s not just one way to do it. But it takes some creativity and thinking outside of the box to pull it off.

For instance, why not create a character or mascot that represents your business? Then you can give that character a voice by choosing someone to play that character in a series of entertainment videos where your brand, product, market niche, or customer need is the central message.

Next, set up a Twitter account where you tweet in the voice of the character.

Make your mascot the central character in an e-book.

Blog in that character’s voice daily.

When you go about these ordinary marketing activities, be sure that you are adding value to your audience’s lives. Entertain them while you inform them. Make it fun.