![]() Why Multiplatform Storytelling?Īs humans, we tell stories at different times, usually to explain or illustrate something, to persuade someone and/or to amuse or entertain. It’s when you can imagine all of those things contributing to layering the story. It’s when you can envision additional tools and platforms bringing something else out in the story. It’s when you start to imagine other ways to express that story, or to make it even better, that you enter the realm of multiplatform storytelling. Or perhaps when it needs to be told on a big screen with plenty of explosions. ![]() You’ll sense, for example, when a story will best be told aloud, preferably in a group. Or when it needs to be expressed in writing, with attention to nuance. ![]() When a story first arises in the mind, it often comes with an idea of format. It’s up to brands – and a new breed of agencies and advertisers – to understand how consumers are spending their time at each new touch point and to entertain them there.It goes by many names: transmedia storytelling, transmedia narrative, cross-media seriality, and multiplatform storytelling.īut what exactly is ‘it’? And why does it matter?Īt ECHO, we most often use the term multiplatform storytelling to describe the general technique of telling a story using several formats and/or platforms, ideally with some involvement by audience or end users. ![]() With so many easily available screens and media platforms, the attention and engagement of consumers will only be won by higher quality, more enriching and relevant experiences. While this may work in part, it misses the larger opportunity. The potential obstacles to successful implementations include lack of planning and integration, as well as any assumption that new channels are merely ‘another screen’ for which the same creative can simply be repurposed. Transmedia advertising requires a fundamental re-think of how the creative and planning process is organized, demanding a breakdown of silos and greater collaboration and agreement on campaign objectives across teams at the outset. Only with this kind of tight creative integration and clarity of purpose are we able to create true cross media experiences that add value across dispersed narrative paths and entertain consumers as they evaluate their options. The key point of transmedia storytelling is that dispersed entry points contribute to a complex (and complimentary) universe that is greater than the sum of its parts – so that at the point of origin, multiple channels are not just considered, but deeply planned out and integrated in ways that will engage the viewer where he/she is already spending their time. And that doesn’t even address the potential of brand integration, relevant placements, and sponsorship that come with transmedia implementations. In addition, an astounding 43% of people who watch original TV programs on both TV and the web have stopped a TV program that they were viewing on the web midway in order to visit an advertiser’s website, which indicates some exciting opportunities for brand advertisers to reach the right consumers via online entertainment channels. Source: ‘The Future of Original TV Viewing and the New Digital Consumer’ (January 2010 study conducted by Comscore.)
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