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Transmedia extract

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Jérémy Jeremy

This document describes challenges in selling a client on a transmedia planning approach. It roleplays a conversation where the strategist explains key aspects of transmedia to a skeptical client, including evolving nonlinear narratives told across multiple channels, world building, and empowering consumers to share and discuss different parts of the story. The client voices concerns about complexity, expense, lack of consumer testing, and giving up control. The strategist acknowledges it can be easy for clients to say no but that transmedia approaches are being adopted in entertainment and may spread to other industries over time.

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HOW DO I SELL THIS IDEA TO MY CLIENT? (spoiler alert... it’s hard) I’m going to role play a scene between me and a fictional client. I will play the role of the Strategist and my co-star, the Client will be the Screen behind me. Transmedia planning is a communication model, derived from the ideas found in the book “Convergence Culture” that former MIT professor, now current Provost at USC, Henry Jenkins coined.
(voice of a fictional client) THAT GUY SOUNDS SMART, I’M LISTENING. In this model, there will be an evolving non-linear brand narrative.
(voice of a fictional client) I SAW THE SHOW ‘LOST’ IT WAS HARD TO FOLLOW Different channels will be used to communicate different, self-contained elements of the brand narrative that build to create a larger brand world.
(voice of a fictional client) WORLD BUILDING SOUNDS EXPENSIVE... Consumers then pull different parts of the story together themselves.
(voice of a fictional client) COPY TESTING SHOWS CONSUMERS HATE COMPLEX STORY LINES... Since there would be more elements to the narrative than any single person could consume, people come together to share elements of the narrative – driving word of mouth and creating communities.
(voice of a fictional client) GIVE CONTROL TO CONSUMERS... I’M NOT SURE ABOUT THIS END SCENE. You can see how easy it is to say no to Transmedia, but the clients that are saying yes are coming from the Entertainment sectors and what we have seen over the years is that movie marketing has a way of changing how everyone does marketing over time.

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Transmedia extract

  • 1. HOW DO I SELL THIS IDEA TO MY CLIENT? (spoiler alert... it’s hard) I’m going to role play a scene between me and a fictional client. I will play the role of the Strategist and my co-star, the Client will be the Screen behind me. Transmedia planning is a communication model, derived from the ideas found in the book “Convergence Culture” that former MIT professor, now current Provost at USC, Henry Jenkins coined.
  • 2. (voice of a fictional client) THAT GUY SOUNDS SMART, I’M LISTENING. In this model, there will be an evolving non-linear brand narrative.
  • 3. (voice of a fictional client) I SAW THE SHOW ‘LOST’ IT WAS HARD TO FOLLOW Different channels will be used to communicate different, self-contained elements of the brand narrative that build to create a larger brand world.
  • 4. (voice of a fictional client) WORLD BUILDING SOUNDS EXPENSIVE... Consumers then pull different parts of the story together themselves.
  • 5. (voice of a fictional client) COPY TESTING SHOWS CONSUMERS HATE COMPLEX STORY LINES... Since there would be more elements to the narrative than any single person could consume, people come together to share elements of the narrative – driving word of mouth and creating communities.
  • 6. (voice of a fictional client) GIVE CONTROL TO CONSUMERS... I’M NOT SURE ABOUT THIS END SCENE. You can see how easy it is to say no to Transmedia, but the clients that are saying yes are coming from the Entertainment sectors and what we have seen over the years is that movie marketing has a way of changing how everyone does marketing over time.