It's so blindly obvious that it's taken me three years to see it, but some of the most successful brands today have actually been embracing transmedia storytelling for sometime. What's been lacking has been the cohesive strategic overview that allows for a stronger relationship between all the separate elements oh and of course, that sodding desire agencies have for media hierarchy.
If you're not over familiar with the term, the mightily impressive Henry Jenkins who came up with it, describes it thus,
Transmedia storytelling represents a process where integral elements of
a fiction get dispersed systematically across multiple delivery
channels for the purpose of creating a unified and coordinated
entertainment experience. Ideally, each medium makes it own unique
contribution to the unfolding of the story.
I urge you to click on the link. It will be how brands/campaigns will be created and judged in the future.
Oh and the rather nice cityscape is by a fab illustrator called Borja Bonaque.
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