1. Lu Szlazak
SOCIAL MEDIA MARKETING:
TRANSMEDIA

2. Trans•me•dia
Storytelling across multiple forms of
media, with each element making distinctive
contributions to a user's understanding of the
story universe

3. expand the story universe for an audience to
view, play or use on different media and gadgets

4. FILM
Story: 2 hours
TV
Episode: 45min
Book
Story: 200 pages

5. viewer: passive viewer
player
consume user
enjoy
forget
active or passive

6. fixed outlets multiple outlets
limited multilinked
linear interactive
“closed” non-linear
open

7. Brand control
Fan engagement
 Actively engaged real-time viewers who must find suspense
and satisfaction in each single episode.
 More reflective long-term audience who look for coherent
patterns in the story as a whole.
 Navigational viewer who takes pleasure in following the
connections between different parts of the story and in
discovering multiple arrangements of the same material.
 People that are looking for involvement in communities, and
wishing to share their point of views.
Digital insight

9. Alternate reality game (ARGs)
Too invasive – Asked too much – Did not take into account different type of players

10. http://www.contagiousmagazine.com/2010/06/coca-cola_12.php