It’s no secret that companies are becoming more and more transparent with the social media explosion. Audiences have gotten more sophisticated and can sniff out the difference between a shameless plug and a creative decision. Like it or not, the consumer has a voice in the conversation now and must be considered and, furthermore, must be weaved into the narrative.
That’s where transmedia comes in. Like integrated marketing, it involves consistent brand messaging across multiple media platforms such as websites, films, and Twitter accounts. However, transmedia campaigns place story first and foremost, rather than merely plugging the product. Integral elements of the narrative are dispersed across various platforms to form a completely immersive entertainment experience for the audience.
This differs from the world of comic book adaptations and sequels. A comic may release an issue around the same time as a film about the same iconic character is released, yet the two stories may have little or nothing to do with one another. The unique part of a transmedia campaign is each piece’s ability to stand on its own while also supporting the central narrative.
The Lizze Bennet Diaries, a web series which retells Jane Austen’s Pride and Prejudice in a modern day setting through video blogs, embodies the transmedia storytelling concept. All the primary characters have their own social media accounts on which they communicate with other characters from the series, and directly with fans as well. Each piece is directly connected to the central story of the series.
From the BBC’s Sherlock’s use of transmedia concepts with John Watson’s blog to Ridley Scott’s placement of a fictional speech made by one of Prometheus’ characters on the web, Hollywood is already embracing this new type of storytelling. Back-story has become the story worth telling (just ask J.J. Abrams) and a transmedia campaign is the perfect weapon to help expand the narrative universe and ensure the audience gets their fill.
KVibe Productions is a full-service video production company located in New Jersey and serving the entire New York/New Jersey area. Whether it’s a product video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.