Presentation at the Integrated Marketing Forum 2013, Tustin. Transmedia storytelling for brands is strategic story-based content development that links the psychological power of story with the creative potential and reach of media technologies.

1. Transmedia Storytelling"
2013 Integrated Marketing Forum
"
"
Dr. Pamela Rutledge
Media Psychology Research Center
@pamelarutledge
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Dr. Pamela Rutledge | Transmedia Storytelling

3. Transmedia Storytelling will "
transform
the way we create brand value
"
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4. Why?
Power of Storytelling
+
Awesomeness of Technology
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Dr. Pamela Rutledge | Transmedia Storytelling

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Dr. Pamela Rutledge | Transmedia Storytelling

11. MICROBLOGGING
SOCIAL
NETWORKING
PUBLISHING
VOICE &
MESSAGING
PHOTOSHARING
SEARCH
AGGREGATORS
BRAND
GAMING
AUDIO
VIRTUAL
WORLDS
VIDEO
CROWDSOURCING
LIVECASTING
MOBILE
RSS
Dr. Pamela Rutledge | Transmedia Storytelling

12. Yes
Yes
Yes
Yes
Yes
Yes
Yes
No
Yes
Yes
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Yes
Yes
Yes
Dr. Pamela Rutledge | Transmedia Storytelling

13. Content Drives Device Choice
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14. Transmedia Storytelling is a coordinated
story experience told
across multiple media platforms
with the audience’s help
Dr. Pamela Rutledge | Transmedia Storytelling

15. Transmedia Storytelling
Story
Unfolds across different media platforms
Each platform adds something unique and
valuable
Each piece motivates the user to seek out the
others
•
•
•
Audience
Multiple points of entry into the story
Designed for participation and content creation
•
•
Dr. Pamela Rutledge | Transmedia Storytelling

16. Noun!
Transmedia Storytelling
Adjective!
Dr. Pamela Rutledge | Transmedia Storytelling

17. Why Story?
Dr. Pamela Rutledge | Transmedia Storytelling

18. 1
Stories are the
fundamental building
blocks of the brain
Dr. Pamela Rutledge | Transmedia Storytelling

19. 2
Stories engage emotion
and reason
Dr. Pamela Rutledge | Transmedia Storytelling

20. 3
Stories get our attention
and make things stick
Dr. Pamela Rutledge | Transmedia Storytelling

21. 4
Stories create
trust through shared experience
Dr. Pamela Rutledge | Transmedia Storytelling

22. 5
Stories deliver big
ideas with few words
Dr. Pamela Rutledge | Transmedia Storytelling

23. 6
Stories sneak your ideas into
the audience’s mind
Dr. Pamela Rutledge | Transmedia Storytelling

24. A Good Story
•
•
•
•
•
•
•
Purpose
Emotional Engagement
A Hero
Catalyst
Conflict
Transformation
Resolution
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Dr. Pamela Rutledge | Transmedia Storytelling

25. •
•
•
•
•
•
•
Purpose: Inspiration
& empowerment
Problem: Internal
barriers to winning
Goal: Winning
Protagonist/Hero:
You
Antagonist:
Psychological fears
Guide:
Transformation
Dr. Pamela Rutledge | Transmedia Storytelling

26. Nike: Goddess of Victory
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Dr. Pamela Rutledge | Transmedia Storytelling

27. 12 Core Archetypes
ACHIEVEMENT
Outlaw
Magician
Hero
Jester
Explorer
INDEPENDENCE &
FULFILLMENT
Sage
Everyman
Innocent
BELONGING &
ENJOYMENT
Lover
Creator
Caregiver
Ruler
STABILITY
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Dr. Pamela Rutledge | Transmedia Storytelling

28. Transmedia Isn’t New
Dr. Pamela Rutledge | Transmedia Storytelling

29. Who’s in Charge?
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30. Source: tstoryteller.com
Dr. Pamela Rutledge | Transmedia Storytelling

31. Transmedia Story: The Matrix
Transmedia
ia
nsmed
Tra
Traditional
Path
Traditional
Path
Dr. Pamela Rutledge | Transmedia Storytelling

32. Transmedia Story: The Three Little Pigs
Pig 2: Pinterest
Board
Pig 1: Website
Wolf: Website
Pig 1: Anime
Super Pig
Main Story Anchor: Novel
Expansion 1
Pig 2: Twitter
Dialogue
Wolf: Vine
Wolf: Ning Network
for Team Wolf
Main Website
Pig 3: Cooking
Blog
Sequels
Pig 3:
Cookbook
Expansion 2
Expansion 3
Pig 3: YouTube
Videos
Pig 3: Fan Page
Dr. Pamela Rutledge | Transmedia Storytelling

33. Transmedia Story: Harley Davidson
Product Placement
Live Events
Organized
Rides
Museum
Fan Communities
Website: Harley-Davidson.com
Anchor: Stores
@harleydavidson
Online
Logo Wear
Fan Pages & Videos
Facebook
Offline
Consumer Created
Harley Channel
Dr. Pamela Rutledge | Transmedia Storytelling

34. Bridging Online with Offline
Online content strategy
designed to create
conversations and
promote real world
events"
"
"
Offline event strategy
designed to create
online conversations and
encourage product trial"
Source: Adapted from Robert Pratten, tstoryteller.com
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39. Transmedia Story: TOMS Shoes
Style Your
Sole Parties
Shoe Drops
Day Without Shoes
Stores
Anchor: Website
@TOMS
Online
Offline
Consumer Created
@BlakeMykowskie
TOMS Channel
Fan Created Content
Facebook
Google+
Dr. Pamela Rutledge | Transmedia Storytelling

40. • Protagonist
• Antagonist
• Conflict
• Goals
Dr. Pamela Rutledge | Transmedia Storytelling

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45.
Transmedia
Story:
Jay-­‐Z
Dr. Pamela Rutledge | Transmedia Storytelling

46. Fans Carry the Brand Story
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47. Stories that Violated the Brand
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48. Transmedia Development: Fundamentals
How will audience
participation effect
the story over
time?
What kind of audience
participation do I want or
need?
How will I
deliver the story?
What is my
brand story?
Who is My
Audience?
What story do I
want to tell?
Source: Adapted from tstoryteller.com
Dr. Pamela Rutledge | Transmedia Storytelling

49. Design Process: Audience Focus
Story
Integrated
Platforms
Experience
Design
Engagement
Strategy
Source: Adapted from Siobhan O’Flynn http://www.slideshare.net/sioflynn
Dr. Pamela Rutledge | Transmedia Storytelling

50. Plan for Levels of Engagement
GROW CONSUMER ENGAGEMENT
Attract
Attract attention
and create
anticipation
Discover
Provide signposts
for context that can
guide consumers to
other experiences
within the brand
story
Experience
Develop easily
shareable content,
such as symbols or
rituals and engage
all the senses to
strengthen
connection
Explore
Provide multiple
channels and gaps
for exploration;
create social bonds
and reminders to
keep consumers
motivated and
connected
Source: Adapted from Siobhan O’Flynn http://www.slideshare.net/sioflynn
Dr. Pamela Rutledge | Transmedia Storytelling

51. Effective Brand Storytelling
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52. Story Opportunities Unexplored
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53. Transmedia Checklist
ü Identify and craft the essential story
ü Know your audience
ü Expand the story into smaller narratives that fit different platforms
ü Design for participation
ü Entice by creating gaps and mysteries
ü Respect your audience
ü Collaborate in-house and with customers
ü Extend, adapt and share
Dr. Pamela Rutledge | Transmedia Storytelling

54. Above All: Be True to the Story
Dr. Pamela Rutledge | Transmedia Storytelling

55. Presented by: Dr. Pamela Rutledge
2013 Integrated Marketing Forum
pamelarutledge@gmail.com
www.pamelarutledge.com
@pamelarutledge
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