Transmedia

Storytelling...

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Thursday, November 25, 2010
 What is Transmedia +
Introduction Discussion
Examples
(5 minutes) (15 Minutes)
(25 minutes)

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Thursday, November 25, 2010
 Hi! I Am:
JAMES MILWARD
EXECUTIVE PRODUCER AND FOUNDER: SECRET LOCATION

Thursday, November 25, 2010

 Representation:

Thursday, November 25, 2010

 We Are:
• Designers
• Producers / Project Managers
• Strategists
• Flash & Web Developers
• iPhone / Mobile Developers
• 3D / Motion Graphics Animators

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 Our Focus:

Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

So, ‘Transmedia’.
WTF?

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Transmedia Storytelling 101

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Thoughts Use: #SLBBDO

Thursday, November 25, 2010

 Thoughts Use: #SLBBDO
Thursday, November 25, 2010
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Thursday, November 25, 2010
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Thursday, November 25, 2010
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Thursday, November 25, 2010
 This is Integrated Advertising

Thursday, November 25, 2010

 This is Transmedia Storytelling

Thursday, November 25, 2010

Thursday, November 25, 2010
Thursday, November 25, 2010
 1. Hardcore Users

Tweet about this at: #mmtransmedia

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 2. The Lifters

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Thursday, November 25, 2010
 3. Spectators
Tweet about this at: #mmtransmedia
Thursday, November 25, 2010
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Thursday, November 25, 2010
 Introduction Transmedia WTF? Discussion

What works (and doesn’t).

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Examples &
Case Studies

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Thoughts Use: #SLBBDO

Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Thoughts Use: #SLBBDO

Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Thoughts Use: #SLBBDO

Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

“After one year, the number of viewers

who had visited BMW's Web site to
download The Hire shot to over 21
million, and with three more films added
in 2002, it rocketed to 100 million,
sparking a Harvard Business School case
study. One million enthusiasts ordered a
DVD with all eight films.”

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Coca-Cola’s Happiness Factory [has

been developed] as a virtual world of
characters and storylines that has
impacted sales of Coke globally and
will provide revenue streams that can
be exploited through the likes of
comics, videogames and films.
Jonathan Mildenhall
VP of Global Advertising & Creative
Excellence
The Coca-Cola Company

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Thoughts Use: #SLBBDO

Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Thoughts Use: #SLBBDO

Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Thoughts Use: #SLBBDO

Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

SL CaseStudies:

Stanfield’s
Advertising / Brand Interactive

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Thoughts Use: #SLBBDO

Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Thoughts Use: #SLBBDO

Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Stanfield’s Results:
• In less than 7 days, we’ve reached our goal of: 25,000 likes on
Facebook, raising $25,000 for Testicular Cancer awareness.
• Reached 50K Likes and $50K in 22 days.
• Pulled in over 750,000 visits over the full 25 days.
• We streamed 3,266,515 minutes of video or 6.2 years
• Received coverage from every major TV network, Newspaper,
Radio Station and News Website in Canada.
• Check it out here: http://guyathome.com/

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

SL CaseStudies:

In Real Life
TV Show Interactive Extension for YTV

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Thoughts Use: #SLBBDO

Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Thoughts Use: #SLBBDO

Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Thoughts Use: #SLBBDO

Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Thoughts Use: #SLBBDO

Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

In Real Life’s Results:

In just over 8 weeks, we’ve seen;
• Over 1,500,000 Views.
• 9 mins on site week days & 25 mins on weekends.
• Over 3000 levels created by kids
• On track to be YTV’s most played game!

Check it out here: http://inreallife.ytv.com/

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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

5 Key Insights
into Transmedia
1. Start with a clear sense of your goals.
2. Don’t get hung up on rules & definitions.
3. Brand stories aren’t always fiction.
4. Use each platform for its unique strengths.
5. Let the “audience” participate in
the experience.
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Thursday, November 25, 2010

 Introduction Transmedia WTF? Discussion

Questions &
Discussion?
E-Mail: james@thesecretlocation.com
Twitter: @secretlocation
Web: www.thesecretlocation.com

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Thursday, November 25, 2010