![]() ![]() They had done it so well, that in fact some of my friends were not even sure if it was fiction or real. Then, out of nowhere a reality show started on TV, where the contenders were supposed to figure out this fake case about the boys who went missing by the lake. I would see “missing ads” on the milk carton and I would see advertisements for a whole webpage dedicated to these boys on Facebook and Instagram. The next time I would see them in a cabin, and then by a lake, followed with the text “what happened to these boys”. When I turned the TV on, I would within an hour see a video-clip of a few boys camping in the woods. Transmedia storytelling is so successful, because if it is done right you cannot avoid it! One example is the launch of a Norwegian reality TV series when I was back home over Christmas. Transmedia stories can be simple, across a few low-tech media platforms or break down the barriers between the story and reality by bringing the narrative out into the real world, in the form of complex and exciting alternative reality games (ARGs), where participants engage with narrative elements and characters using real world locations as part of the storyworld. The unfolding story design creates the motivation to engage with other participants, seek out other parts of the story, and contribute to the narrative by adding content. When people actively participate, either through content creation or following a trail across assets, they become stakeholders in the transmedia experience alongside the brand or cause. The audience is actively involved, elevated to social and creative collaborators. Transmedia storytelling is fully participatory. ![]() ![]() Transmedia storytelling takes advantage of the way the human brain processes information and constructs meaning: synthesizing, linking and exploring multiple sources. For brands, it creates more ways for consumers to imagine themselves with the product or service, triggering emotional connection and personal investment through identity and aspiration. For entertainment, it lets creators weave together several stories over time, expanding ways for the audience to engage, immerse and enjoy a larger experience. This makes for a richer audience experience and multiple access points. The process is cumulative and each piece adds richness and detail to the story world, such as character backstories and secondary plotlines. Like a giant puzzle, each piece contributes to a larger narrative. Each media piece-whether it’s a comic, advertisement, social media post, novel, video game, mobile app, or a film-functions as a standalone story experience-complete and satisfying. Multiple narratives come togethr, constructing a larger storyworld. Transmedia storytelling uses multiple media platforms tell a coordinated story across time. ![]()
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