2. Transmedia Storytelling
A process where elements of a
story are systematically told
across multiple delivery channels
for the creation of a larger,
coordinated experience.
3.
4. Movie Book Game Typical Media Franchise
Whole is less than the sum of
its parts: dissatisfying
conclusion to consuming all
media
Movie Book Game Transmedia
Whole is more satisfying than
the sum of the parts: euphoria
in collecting and connecting
the pieces
28. Happiness Factory
Transmedia Implementation
Results*
• Becoming a global franchise with multiple outlets
• 4-minute animation becomes event TV in dozens of nations
• Coke’s global volume sales rise 4% during this period
• Coca-Cola shares up from $42 to $60 during this period
*Results confirmed by Coca-Cola VP Global Advertising Jonathan Mildenhall