Info. Relevant to Transmedia Branding Transmedia branding is the use of different media to tell a (marketing) story, wherein the different media each tell different aspects of the story.The most natural fit of transmedia branding is to entertainment content (movies,novels, albums, etc.). In these cases, the transmedia campaign is used to market the larger content property by involving the public and revealing different aspects of the larger story.The most common transmedia branding model is the “satellites orbiting a main event” approach. The main event is the main form of content. If you choose entertainment content (a movie, album, etc.), the “main event” will be the movie or album. You would thus choose an actual, existing movie or album for your transmedia campaign proposal. You would then select at least 3 other platforms (2 of which should be digital media, but one or two of which could be realworld events, artifacts, phone, etc.) to supplement the movie or album. Much of your campaign proposal would focus on the digital platforms that supplement the existing movie, album, etc. Your transmedia campaign should be new (do not choose one that already exists and simply re-work it).if you choose non-entertainment content, select your brand and the “main event”.
Say you choose the Schwinn bicycle brand, your “main event” may be a website and your supplementary platforms might be 3 social media platforms and a real-world bicycle tour. Your transmedia campaign will want to share the values of the product audience: in the case of a bike campaign it may be adventure and youth culture. In terms of specificity, be as specific as you can within the space constraints of the assignment. To extend the above example, you would want to provide details about the website, the 3 social media platforms and the outlines of the bike tour. I do not expect you to provide the list of refreshments to be served at the tour stops or the code needed to build the website. In general, your choice of each platform and each narrative contribution should be carefully selected and justified in the proposal. Be creative—this strategy demands and rewards creativity! I will be looking for a larger strategic vision that is communicated strategically and effectively.
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