Transmedia Planning
This lens on Transmedia Planning is build upon my interest in advertising and marketing communications. In recent months, there have been a lot of debate throughout the web about transmedia planning - whether it really is the golden path for the future of marketing communications or merely another tale of the emperors new clothes. There are more than a lot of interesting stuff about this topic "out there", however it's a bit complicated to grasp an overview of all the wisely spoken(written) words.
This is an attempt to clarify and assemble all arguements - and counterarguements - on transmedia planning for myself and others that are interested.
Just to make it clear, I'm not focussing this lens on stuff that strictly can be labelled transmedia planning, but more on the ideas and thoughts behind the term, whether it would be transmedia, media neutral or 360 planning etc.
Transmedia on Facebook
Now there's a facebook group to discuss transmedia storytelling. Share projects, resources and ideas.
- Transmedia on Facebook
- There's many interesting posts and peoples. So join if you are interested.
Transmedia planning links
Links to all the planners, bloggers and others that discuss/debate/develope thoughts related to transmedia planning
There are many smart and interesting posts on transmedia planning - and the like. I can easily spend a few hours diggin' through blogs like beatmakers diggs through crates.
This is a list of links to some of the interesting posts on transmedia planning I have come across.
A lot of the stuff will be overlapping and of course cover the same grounds, but I still think it's interesting to see different angles on - and interpretations of - the term. At the end of the day I think every post adds a little bit to the overall.
This is a list of links to some of the interesting posts on transmedia planning I have come across.
A lot of the stuff will be overlapping and of course cover the same grounds, but I still think it's interesting to see different angles on - and interpretations of - the term. At the end of the day I think every post adds a little bit to the overall.
- Transmedia Planning
The original post on the transmedia planning model by faris yakob (talent imitates, genious steals) from naked comms. Talking about transmedia planning as a model of using different media channels to communicate various intertwined brand ideas and hereby creating brand communities. - Transmedia Planning - Interview w/ Faris Yakob
Interview with faris yakob by Michael Karnjanaprakorn. - Transmedia Planning & Brand communities
Jason Oks discuss and elaborates on Faris Yakob's post. He emphasizes two points that makes transmedia planning an improvement of the media-neutral planning model; it acknowledges that different media channels are best at different things/ideas and also adds a social element. Jason also applies the model to single-pieced communication. - Transmedia Planning My Arse
Giles Rhys Jones arguing that the transmedia plannig idea offers nothing new from the 360 model - it is just a question of how it's implemented. However, still acknowledging the notion of a communication model that provides different levels of detail and on different layers. - How Transmedia Storytelling Begat Transmedia Planning... (Part One)
- How Transmedia Storytelling Begat Transmedia Planning... (Part Two)
Henry Jenkins' post in two parts that summarizes and respons to the debate about transmedia planning/branding/storytelling. - Propagation Planning
Again from the guys at naked, this is from the nakedtokyo blog, Ivan Pollard speech about sex, media and communications going from media-neutral planning to transmedia planning to propagation planning. - Transmedia concept contests communication planning model
On MediaSoon they say go ahead and use transmedia planning cause maybe it can help to get the media neutral process right. - Transmedia & Brand communities - 1
A couple of random thoughts from Vando about how the transmedia model works in relation to FMCG brands. - Transmedia Planning: The Art of Outside-In Storytelling
Audrey Carr talks about how an inside-out vs. outside-in approach can be applied to the process of planning across channels. - Transmedia: branding's next new thing?
Transmedia: branding's next new thing? (Part 2)
Transmedia: branding's next new thing? (part 3)
A three-part series on branding and transmedia by Grant McCracken, about Mr. Clean and whether transmedia is the way to build brands that will speak to the consumers of the 21st century. - Storytelling Agencies
By Adam Crowe aboout (trans)media as just games and gaming. - transmedia giant lego man washed up on beach
Anthony Goh argues that transmedia means more than simply having your audience dig around for info. EXTRA! a lot of good comments.
Great Non-digital Stuff To Read
The book that kinda layed the bricks for the term transmedia planning with its notions on - among other things - transmedia storytelling
This book is definately a must-read if you are interested in transmedia planning, and also - on a more generic level - how people, brands etc. can/should act in an media landscape that's increasingly turned upside down - where "old" and "new" collide.
For a quick introduction read:
Transmedia Storytelling 101
Also, there is Wikipedia on Transmedia Storytelling
For a quick introduction read:
Transmedia Storytelling 101
Also, there is Wikipedia on Transmedia Storytelling
Convergence Culture: Where Old and New Media Collide
Amazon Price: $19.77 (as of 07/10/2009) 
Good examples
PS3 - Thisisliving campaign
The campign centers around the story that's introduced on Thisisliving.tv
Honestly, I haven't really figured out what this is about yet - but still the Sony PS3 guys have definitely got my hooked on the mysterious and dramatic world they are introducing with the website and video clips. To me it seems like the start of one of the most carefully prepared and comprehensive transmedia ad campaigns so far. However, Sony is kinda pushing the boundaries of their audience, I have noticed some frustration on forums and blogs with the campaigns introduction that on the surface - I must admit - seems meaningless.
Via Threespeech.com, Darren Carter, Vice President Brand Marketing of SCEE tells: "With the launch of PlayStation 3 it has been important to acknowledge that our audience's expectations are constantly changing and we have to keep pace with that change. They no longer want to be advertised to. This campaign is not designed to be passive. It asks our consumers to get involved".
Really interesting is also that according to Threespeech.com the campaign uses channels such as flickr and second life - check out the character Cherry's Flickr and Brian Leghorn's gameshow.
There are also some words on the campaign on Talent imitates, genius steals. see the videos here, there's also some words on the campaign in second life here
I'm really looking forward to seeing how this story is gonna turn out. If you got any interesting info please let me know!
Audi A3 - The Art Of The Heist
This Audi A3 campiagn in the states is as far as I can see a perfect example of a transmedia campaign and the incorporation of alternate reality games in communication. Check out this presentation from the advertising agency Mckinney Silver, which pretty much showcases the essence of the story/campaign. I guess this is an example of what the agency would call Connection planning instead of transmedia.
There are a lot of stuff investigate, for starters take a look at this quickstart guide to The Art Of The Heist.
There are a lot of stuff investigate, for starters take a look at this quickstart guide to The Art Of The Heist.
Quicksilver - Orginal thinking campaign
This Quicksilver communication campaign clearly showcases how creative media planning should be done and it illustrates how to get the best out of different ideas and channels. Furthermore it enables consumer interactivity like no other.
Pictures are via Hypebeast.com who also offers some words on the campaign.
The idea transforms well to other media channels, which is evident by watching this, the danish dynamite surfing viral, and also various sponsorship and competitions. It's of course a bit more exciting that this campaign is rolled out in my hometown Copenhagen, Denmark.
Pictures are via Hypebeast.com who also offers some words on the campaign.
The idea transforms well to other media channels, which is evident by watching this, the danish dynamite surfing viral, and also various sponsorship and competitions. It's of course a bit more exciting that this campaign is rolled out in my hometown Copenhagen, Denmark.
Please! Tell it like it is!
You are of course welcome to post anything that is interesting and relevant to this lens!
Lensmaster
additiyom
Chk out this link, had written some time back, an ode to Faris
Posted May 23, 2007
