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A prior version of this presentation was created for a panel
        event at the FutureM conference in Boston on October 7th,




YOUR
        2010, featuring Jenka Gurfinkel, Marta Kagan, & Jan Libby.




LIFE
   IS
   A

TRANSMEDIA
EXPERIENCE
“Transmedia”?
“
 Transmedia is a fancy
 word for a simple
 concept: telling
 stories across
 multiple platforms.”
 —Tim Kring, creator, “Heroes”
FOR EXAMPLE:
Castle
The ABC show, Castle, follows fictional mystery writer
Richard Caste, and his unlikely partner and literary muse,
NYPD detective, Kate Beckett, as they solve Manhattan
murders. Castle’s novel, Heat Wave – named for its
protagonist, NYPD detective Nikki Heat – was penned
during the show’s first season, and released both as a
plot point in the course of the show’s story arc…
…And, simultaneously,
                           as a real-life book
                           published by Hyperion.
                           The hardcover even
                           made it onto the New
                           York Times Bestseller list!
                           The author? Richard
                           Castle, of course. Naked
                           Heat, the second
                           installment in the Nikki
                           Heat series, written
                           during Castle’s summer
                           in the Hamptons (aka the
                           show’s second season
                           hiatus), was released in
                           September 2010.




Photo: Fannish on Flickr
When characters from the hit AMC show Mad Men, first appeared on

Mad   Twitter and began interacting with fans and one another, these
      unauthorized, fan-created profiles sparked major controversy with the
      network. But AMC quickly recognized the value in allowing its most iconic

Men   characters to live, breathe, and tweet, alongside the show’s fans. Now,
      character Twitter accounts are quickly becoming a natural standard for
      character-driven entertainment.



                       Or here…
True
Blood
The premise behind
HBO’s True Blood is
that the invention of
a synthetic-blood drink
has allowed vampires
to “come out of the
coffin,” and live openly
among humans. To
promote the series
premiere, ads for the
new Tru:Blood beverage
brand began popping up
in billboards and
magazines all over the
country, bringing a key
part of show’s fantastical
story into reality.


                             Photo: iMalkah on Flickr
During True Blood’s third
season, the show’s
Millennial vampire even
started her own blog,
babyvamp-jessica.com,
where she posts text and
video updates on the
latest goings-on in her
“life”, undead lifestyle
advice, and the general
meandering thoughts of
your typical, newly
immortal 17-year old girl.
BUT
IT’S
NOT
JUST
HAPPENING IN
ENTERTAINMENT….
Burger King
When Burger King revamped The
King character as a sarcastic
mischief-maker he became more
than just a brand mascot. The King
Halloween masks sold out the first
year they were available. Some
even ended up auctioned off on
eBay for hundreds of dollars. The
King has since appeared as a hand
puppet, a Simpsons character –
complete with four fingers, yellow
skin, and an overbite – and even
become an avatar in his own Xbox
videogame. YouTube Videos
created by and starring fans
dressed as The King (masks, and
all), engaged in the eternal battle
with Ronald McDonald, have been
viewed millions of times.
Knorr
To help tell the story of Knorr’s Sidekicks brand
meal accompaniments, they created an adorable
little character named Salty. This sadface saltshaker
is constantly getting left out because Sidekicks are
25% reduced sodium. But while Salty can never
catch a break, Knorr sure has. Salty’s fans on
Facebook and Twitter have helped sell out 18,000
real-life Salty toys and used them to create their
own videos and photo-shoots with Salty as the
star. The melancholy saltshaker has helped
Sidekicks sales go up 10%, and led Knorr to
become the category leader.
Old Spice
What began as a Super Bowl ad featuring a
hilariously suave caricature of, literally, The Man
Your Man Could Smell Like, became a bona fide
pop culture sensation. The campaign’s narrative
evolved into 186 personalized, real-time video
responses from the Old Spice Guy to his
Twitter fans. He even made an
impromptu appearance in the
flesh at the San Diego Comic
Con. By the end of the
summer, Old Spice had
become the all-time
most-viewed sponsored
channel on YouTube, and
doubled their sales.
SO,
THAT’S
COOL,
AND
ALL…
BUT
IS IT
REALLY
ALL
THAT
NEW?
“
 The marvels of communication
 technology in the present have
 produced a false consciousness
 about the past—even a sense
 that communication has no
 history, or had nothing of
 importance to consider before
 the days of television and
 the Internet.”
 - Robert Darnton, historian
17,000 YEARS AGO…
Lascaux Cave in France's Dordogne River Valley contains
arguably the world's most incredible array of Upper Paleolithic
art. Prehistoric artists created some 600 depictions of bulls and
other animals on the cave’s calcite walls, around 15,000 BC. The
earliest known Egyptian Hieroglyphics would not appear until
more than 12,000 years later. Some theories about Lascaux
argue that the painting is a narrative, describing an event that
took place in life or in a dream.




Photo: National Geographic
THE
ORIGINAL
MASS
MEDIA…
Most ancient cultures saw pictures
in the stars of the night sky. The
earliest known efforts to catalogue
the stars date back roughly 6,000
years. By the 5th century B.C., most
of the constellations had come to
be associated with myths. To the
Ancient Greeks, the constellations
were characters from their
mythology, placed among the stars
as a reward from the gods.
THE
   And involved every medium we’ve had
   available.


WEATHER
CHANNEL
Likewise, the Ancient Greeks heard
thunder and believed it to be
Zeus’s thunderbolt. They might not
have had TV, or the Internet, but
they had weather, an incredibly
effective and dynamic medium for
spinning stories. (Weather
forecasters are still doing it today).
ANYTHING
CAN
BE
A
MEDIUM
In 1996, the Bongo Java
coffee-house in Nashville,
Tennessee became world
famous for the “Nun Bun,” a
cinnamon pastry discovered
there, bearing an uncanny
resemblance to Mother Teresa.
Indeed, starch-based media
are a recurring favorite. A recent
episode of the Fox show, Glee,
centered around a character cooking
up a prayer-fulfilling “Grilled Cheesus”
sandwich on his George Foreman Grill.
THE
GREATEST
TRANSMEDIA
SHOW
ON
EARTH
Religion is arguably the most successful
transmedia narrative there is, with books,
weekly interactive events, annual
theatrical spectacles, superhero
characters, jewelry, movies, and much
more. There’s even an afterlife!
OUR
BRAINS
ARE
WIRED
FOR
NARRATIVE
CONSTRUCTION
When it comes to the way we appreciate
narratives, our brains don’t segregate media..
Your Life Is A Transmedia Experience
AND
OUR LIVES
ARE FILLED
WITH STORIES
THAT TRAVEL
ACROSS MEDIA *
AND
OUR LIVES
ARE FILLED
WITH STORIES
THAT TRAVEL
ACROSS MEDIA
* (WHETHER
             *
             THEY ARE DELIBERATELY DESIGNED TO, OR NOT).
This was the myspace.com homepage on October
1st, 2010, the day The Social Network came out.
That week, Vanity Fair posted
an annotated guide to every
real-life Harvard Crimson
student newspaper article
mentioned in the movie….
These articles can still
be found on the Harvard
Crimson website. They not
only document key events
in Mark Zuckerberg’s brief but
eventful college career, they
also serve as instrumental
devices in the film’s plotline, as
well as that of The Accidental
Billionaires, the book on which
the movie is based.
And then there is the actual creation at the heart of The Social
Network, a website which more than 500 million of us personally
interact with; which now accounts for one out of every four
pageviews in the U.S. — that’s 10% of all Internet visits.




Photo: Tully Wully Chully Mully on Flickr
The creation myth of Facebook may have become a transmedia story, but so, too,
is what we create with it every day.
Photo: etchasketchist on Flickr




“
 We want to present ourselves to other
 people the way we would like to have
 [them] perceive us.”
 - Robert Scoble, tech blogger
“
 It’s
 kind
 of
 a
 hyper-
 real
 version
 of
 yourself.”
 —Trent Reznor, rocker
WITH
EVERY
PHOTO
UPLOAD….
STATUS
UPDATE…

Photo: JayB.Stevens2010 on Flickr
CHECK-IN…




Photo: DinanM3atl on Flickr
AND
“LIKE”




Photo: emerille on Flickr
TRANSMEDIA ISN’T JUST
HOW WE EXPERIENCE
ENTERTAINMENT…
OR BRAND NARRATIVES…
IT’S
HOW
WE
EXPERIENCE
THE
STORY
OF
OUR
LIVES.
Photo: emerille on Flickr
Social-Creature is the brainchild of Jenka Gurfinkel, a
writer, former music festival producer, and retired circus
manager – now a digital and transmedia strategist.

jenka@social-creature.com

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Your Life Is A Transmedia Experience

  • 1. A prior version of this presentation was created for a panel event at the FutureM conference in Boston on October 7th, YOUR 2010, featuring Jenka Gurfinkel, Marta Kagan, & Jan Libby. LIFE IS A TRANSMEDIA EXPERIENCE
  • 3. “ Transmedia is a fancy word for a simple concept: telling stories across multiple platforms.” —Tim Kring, creator, “Heroes”
  • 5. Castle The ABC show, Castle, follows fictional mystery writer Richard Caste, and his unlikely partner and literary muse, NYPD detective, Kate Beckett, as they solve Manhattan murders. Castle’s novel, Heat Wave – named for its protagonist, NYPD detective Nikki Heat – was penned during the show’s first season, and released both as a plot point in the course of the show’s story arc…
  • 6. …And, simultaneously, as a real-life book published by Hyperion. The hardcover even made it onto the New York Times Bestseller list! The author? Richard Castle, of course. Naked Heat, the second installment in the Nikki Heat series, written during Castle’s summer in the Hamptons (aka the show’s second season hiatus), was released in September 2010. Photo: Fannish on Flickr
  • 7. When characters from the hit AMC show Mad Men, first appeared on Mad Twitter and began interacting with fans and one another, these unauthorized, fan-created profiles sparked major controversy with the network. But AMC quickly recognized the value in allowing its most iconic Men characters to live, breathe, and tweet, alongside the show’s fans. Now, character Twitter accounts are quickly becoming a natural standard for character-driven entertainment. Or here…
  • 8. True Blood The premise behind HBO’s True Blood is that the invention of a synthetic-blood drink has allowed vampires to “come out of the coffin,” and live openly among humans. To promote the series premiere, ads for the new Tru:Blood beverage brand began popping up in billboards and magazines all over the country, bringing a key part of show’s fantastical story into reality. Photo: iMalkah on Flickr
  • 9. During True Blood’s third season, the show’s Millennial vampire even started her own blog, babyvamp-jessica.com, where she posts text and video updates on the latest goings-on in her “life”, undead lifestyle advice, and the general meandering thoughts of your typical, newly immortal 17-year old girl.
  • 11. Burger King When Burger King revamped The King character as a sarcastic mischief-maker he became more than just a brand mascot. The King Halloween masks sold out the first year they were available. Some even ended up auctioned off on eBay for hundreds of dollars. The King has since appeared as a hand puppet, a Simpsons character – complete with four fingers, yellow skin, and an overbite – and even become an avatar in his own Xbox videogame. YouTube Videos created by and starring fans dressed as The King (masks, and all), engaged in the eternal battle with Ronald McDonald, have been viewed millions of times.
  • 12. Knorr To help tell the story of Knorr’s Sidekicks brand meal accompaniments, they created an adorable little character named Salty. This sadface saltshaker is constantly getting left out because Sidekicks are 25% reduced sodium. But while Salty can never catch a break, Knorr sure has. Salty’s fans on Facebook and Twitter have helped sell out 18,000 real-life Salty toys and used them to create their own videos and photo-shoots with Salty as the star. The melancholy saltshaker has helped Sidekicks sales go up 10%, and led Knorr to become the category leader.
  • 13. Old Spice What began as a Super Bowl ad featuring a hilariously suave caricature of, literally, The Man Your Man Could Smell Like, became a bona fide pop culture sensation. The campaign’s narrative evolved into 186 personalized, real-time video responses from the Old Spice Guy to his Twitter fans. He even made an impromptu appearance in the flesh at the San Diego Comic Con. By the end of the summer, Old Spice had become the all-time most-viewed sponsored channel on YouTube, and doubled their sales.
  • 16. “ The marvels of communication technology in the present have produced a false consciousness about the past—even a sense that communication has no history, or had nothing of importance to consider before the days of television and the Internet.” - Robert Darnton, historian
  • 17. 17,000 YEARS AGO… Lascaux Cave in France's Dordogne River Valley contains arguably the world's most incredible array of Upper Paleolithic art. Prehistoric artists created some 600 depictions of bulls and other animals on the cave’s calcite walls, around 15,000 BC. The earliest known Egyptian Hieroglyphics would not appear until more than 12,000 years later. Some theories about Lascaux argue that the painting is a narrative, describing an event that took place in life or in a dream. Photo: National Geographic
  • 18. THE ORIGINAL MASS MEDIA… Most ancient cultures saw pictures in the stars of the night sky. The earliest known efforts to catalogue the stars date back roughly 6,000 years. By the 5th century B.C., most of the constellations had come to be associated with myths. To the Ancient Greeks, the constellations were characters from their mythology, placed among the stars as a reward from the gods.
  • 19. THE And involved every medium we’ve had available. WEATHER CHANNEL Likewise, the Ancient Greeks heard thunder and believed it to be Zeus’s thunderbolt. They might not have had TV, or the Internet, but they had weather, an incredibly effective and dynamic medium for spinning stories. (Weather forecasters are still doing it today).
  • 20. ANYTHING CAN BE A MEDIUM In 1996, the Bongo Java coffee-house in Nashville, Tennessee became world famous for the “Nun Bun,” a cinnamon pastry discovered there, bearing an uncanny resemblance to Mother Teresa.
  • 21. Indeed, starch-based media are a recurring favorite. A recent episode of the Fox show, Glee, centered around a character cooking up a prayer-fulfilling “Grilled Cheesus” sandwich on his George Foreman Grill.
  • 22. THE GREATEST TRANSMEDIA SHOW ON EARTH Religion is arguably the most successful transmedia narrative there is, with books, weekly interactive events, annual theatrical spectacles, superhero characters, jewelry, movies, and much more. There’s even an afterlife!
  • 23. OUR BRAINS ARE WIRED FOR NARRATIVE CONSTRUCTION When it comes to the way we appreciate narratives, our brains don’t segregate media..
  • 25. AND OUR LIVES ARE FILLED WITH STORIES THAT TRAVEL ACROSS MEDIA *
  • 26. AND OUR LIVES ARE FILLED WITH STORIES THAT TRAVEL ACROSS MEDIA * (WHETHER * THEY ARE DELIBERATELY DESIGNED TO, OR NOT).
  • 27. This was the myspace.com homepage on October 1st, 2010, the day The Social Network came out.
  • 28. That week, Vanity Fair posted an annotated guide to every real-life Harvard Crimson student newspaper article mentioned in the movie….
  • 29. These articles can still be found on the Harvard Crimson website. They not only document key events in Mark Zuckerberg’s brief but eventful college career, they also serve as instrumental devices in the film’s plotline, as well as that of The Accidental Billionaires, the book on which the movie is based.
  • 30. And then there is the actual creation at the heart of The Social Network, a website which more than 500 million of us personally interact with; which now accounts for one out of every four pageviews in the U.S. — that’s 10% of all Internet visits. Photo: Tully Wully Chully Mully on Flickr
  • 31. The creation myth of Facebook may have become a transmedia story, but so, too, is what we create with it every day.
  • 32. Photo: etchasketchist on Flickr “ We want to present ourselves to other people the way we would like to have [them] perceive us.” - Robert Scoble, tech blogger
  • 33. “ It’s kind of a hyper- real version of yourself.” —Trent Reznor, rocker
  • 38. TRANSMEDIA ISN’T JUST HOW WE EXPERIENCE ENTERTAINMENT…
  • 41. Social-Creature is the brainchild of Jenka Gurfinkel, a writer, former music festival producer, and retired circus manager – now a digital and transmedia strategist. jenka@social-creature.com