Convergent, Cross-Platform Interactive Marketing

The way we consume media has drastically changed. People are skeptical of advertisements, and can completely shut them out with PVRs and on-demand entertainment. Yet we continue to consume more and more media on multiple platforms including the internet, mobile, film, and television. This shift in media consumption habits has forced advertising and promotion strategies to evolve.

The decline of “interruption advertising” has given birth to Transmedia Storytelling and Branded Entertainment where businesses, brands and entertainment companies can gain diverse and widespread exposure for their message while also entertaining and engaging their audience.

What is Transmedia Storytelling?

Transmedia Storytelling is the art of conveying messages, themes or storylines to a mass audience through the creative and well planned use of cross-platform media.
For example, The Matrix franchise dispersed a storyline across three films, a series of animated shorts, two collections of comic book stories and several video games. This type of strategy creates a unified and coordinated cross-platform entertainment experience, and more importantly, opportunity for new products and revenue streams.

What is Branded Entertainment?

Branded Entertainment is the corporate version of transmedia storytelling. Instead of buying spot ads and hoping the audience will pay attention, smart brands are fusing entertainment and advertising to create a multitude of fun, useful and interactive content. Think Nike+, BMW’s video series The Hire or Coca Cola’s Happiness Factory.

Branded Entertainment gives publicity to products and services, and cultivates long-lasting relationships with a target audience. The audience feels validated through the useful and interactive nature of the content, and also entertained on the platform of their choice. Everybody wins.

How will Transmedia Storytelling help my brand, film or television production?

Transmedia Storytelling will:
• Immerse your audience in your story or brand
• Build loyalty, and long-term relationships with your audience
• Extend and enhance the narrative of your television, film or brand
• Match content delivery with your audience’s content consumption habits
• Naturally attract and build a large group of interested audience members, and convert them into fans or customers
• Tap into new and diverse revenue streams
• Replace “interruption” advertising and promotions with valuable branded content your audience will find useful and visit often
• Share your limited content and resources among many platforms increasing your reach and content delivery diversity

How do I get started?

Tactica will help you conceptualize immersive story worlds and develop the technology and content needed for transmedia storytelling on multiple platforms including websites, games, mobile and social media.

If you’re a Canadian film or television producer, a cross-platform or transmedia component is often required to obtain funding for your project. We’ll help you prepare funding applications, proposals, budgets, and explore new revenue streams.

Contact us today to talk about developing a transmedia strategy for your business, brand, film or television production.

Take a look at our latest Transmedia projects:
• TIGA TALK!
• One Ocean Interactive
• The National
• Lucid

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