A Presentation I gave at the brand academy seminar at the Good-School Hamburg ( a school for marketing professionals). This presentation has been created for educational use only. Pictures of TV-Shows are meant to promote these shows: Watch them!
Lorenzo von Matterhorn and the three Levels of Transmedia Storytelling
2. Lorenzo von Matterhorn
and the three layers of
Transmedia Storytelling.
Brand Academy@ Good-School Hamburg.
Christian Riedel | @mindcaffeine
27.01.2014
3. AUDIENCE DISCRETION IS ADVISED
WARNING
The following presentation features nerd topics
such as star-trek, star-wars, role playing games and
video games. It will show extremely disturbing
pictures of people who are willingly wasting their
time in storylines across all media.
N
Nerd
Over 21 requires not so serious attitude.
CONTAINS CREATIVE INSPIRATION, IGNORES BUDGET AND
SUCCESS NUMBERS, VIOLATES ADVERTISING LANGUAGE,
DOES NOT PROVIDE BULLET PROOF SUCCESS FORMULAS
RATED
4. In the end advertising is
about seduction.
So let’s ask an expert on seduction
what he thinks of TV-Ads.
7. But TV is changing.
On-demand consumption. TV over the net will allow
new ways of blocking ads.
TV over the net will allow
allow viewers to skip ads
in the future.
8. Barney Stinson
„No worries. The
Ad is not the only
trick in the
playbook.
Let’s have a look
at the Lorenzo
von Matterhorn.“
14. Create a
unique
story.
Disperse integral
narrative elements
over
several platforms.
Each medium
makes it’s own
contribution to the
story.
Provide an
Entrance
Experience
Create a unified
coordinated
experience.
That makes
hungry for more
„entertainment“.
16. The idea of Transmedia Storytelling
started in the academic world.
It jumped over to the entertainment world and
has been adopted by Hollywood directors like
Tim Kring.
And it jumped over to the advertising world and
has been adopted by creative directors like
Mike Monello.
Watch an interview:
http://youtu.be/bhGBfuyN5gg
Watch an interview:
http://youtu.be/8udX-LNU5t0
Listen to an interview:
http://podbay.fm/show/128803361/
17. For me the application of Transmedia
works on three levels.
Each level is driven by an audience
insight that is most visible in fan-
cultures.
23. Disperse integral
clues and challenges
over
several platforms.
Provide a Rabbit Hole
into the Game
Orchestrate a digital
scavenger hunt.
That comes to a
fulfilling
solution.
Create a
unique
story about
a conspiracy or
crime or epic
battle.
THE ARG von Matterhorn
24. Alternate Reality Games
High Involvement in scavenger hunt.
Potential to spread.
Opportunities for long term engagement.
Needs a lot of organizational resources.
Needs an active and reachable crowd.
Tends to overuse of conspiracy and crime plots.
32. Create a
unique
story.
Disperse integral
narrative elements
over
several platforms.
Each medium
makes it’s own
contribution to the
story.
Provide an
Entrance
Experience
Create a unified
coordinated
experience.
That makes
hungry for more
„entertainment“.
The Campaign von Matterhorn
33. Transmedia Campaign
Extension of feature narrative.
Opportunities for deeper engagement.
Opportunities for user generated content.
Needs a strong feature narrative.
Additional promotion to push feature narrative.
Brand or product become facilitator.
35. We strive for worlds that are
consistent, meaningful and
reassuring.
39. core story, kôr´stô·rē, n., a mythic story that
holds together all the stories in a fictional
universe. It tells the origin, the impact, and the
vision, and can easily be retold.
46. brand’s core story: a mythic story that holds
together all the stories in a company. It tells the
origin, the impact, and the vision, and can
easily be retold.
49. Create a
unique
core story.
Disperse integral
narrative elements
over
several plattforms.
Each medium
makes it’s own
contribution to the
story.
Retell the core-story
in a strong and meaningful
way.
Create a unified
coordinated
experience.
That makes
hungry for more
„entertainment“.
The Brand von Matterhorn
51. Transmedia Brand Strategy
Thinking brands as narrative universe.
Fulfilling a human need for meaning and consistency and reassurance.
Great flexibility in storytelling.
Needs a consistent (mythical) core-story.
Needs total commitment towards that story.
52. Take out:
Transmedia Storytelling is not a tool.
It’s a strategy to span a narrative over multiple plattforms to
provide a deeper audience experience.
It addresses our interest in play (Level 1), imagination (Level
2) and the need for consistency and stability (Level 3).