Transmedia Storytelling"

" 2013 Integrated Marketing Forum

"

Dr. Pamela Rutledge
Media Psychology Research Center
@pamelarutledge

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Transmedia Storytelling will "
" transform
the way we create brand value

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Why?
Power of Storytelling
+
Awesomeness of Technology

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 MICRO-
BLOGGING
SOCIAL
NETWORKING PUBLISHING

VOICE &
MESSAGING
PHOTO-
SHARING

SEARCH

AGGREGATORS

BRAND
GAMING

AUDIO
VIRTUAL
WORLDS

VIDEO
CROWD-
SOURCING

LIVE-
MOBILE CASTING
RSS

Dr. Pamela Rutledge | Transmedia Storytelling

 Yes
Yes

Yes
Yes

Yes
Yes
No
Yes

Yes
Yes

Yes
Yes
Yes

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Content Drives Device Choice

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Transmedia Storytelling is a coordinated 

story experience told
across multiple media platforms

with the audience’s help

Dr. Pamela Rutledge | Transmedia Storytelling

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

 Noun!
Transmedia Storytelling
Adjective!

Dr. Pamela Rutledge | Transmedia Storytelling

Why Story?

Dr. Pamela Rutledge | Transmedia Storytelling

1
Stories are the
fundamental building
blocks of the brain

Dr. Pamela Rutledge | Transmedia Storytelling

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Stories engage emotion
and reason

Dr. Pamela Rutledge | Transmedia Storytelling

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Stories get our attention
and make things stick

Dr. Pamela Rutledge | Transmedia Storytelling

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Stories create 

trust through shared experience

Dr. Pamela Rutledge | Transmedia Storytelling

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Stories deliver big
ideas with few words

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Stories sneak your ideas into
the audience’s mind

Dr. Pamela Rutledge | Transmedia Storytelling

A Good Story

•  Purpose
•  Emotional Engagement
•  A Hero
•  Catalyst
•  Conflict
•  Transformation
•  Resolution

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•  Purpose: Inspiration
& empowerment
•  Problem: Internal
barriers to winning
•  Goal: Winning
•  Protagonist/Hero:
You
•  Antagonist:
Psychological fears
•  Guide:

•  Transformation

Dr. Pamela Rutledge | Transmedia Storytelling

Nike: Goddess of Victory

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 12 Core Archetypes
ACHIEVEMENT

Outlaw

Magician Hero

Explorer Jester

INDEPENDENCE &
BELONGING &

FULFILLMENT
Sage Everyman ENJOYMENT

Innocent Lover

Creator Caregiver
Ruler

STABILITY

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Transmedia Isn’t New

Dr. Pamela Rutledge | Transmedia Storytelling

Who’s in Charge?

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Source: tstoryteller.com
Dr. Pamela Rutledge | Transmedia Storytelling
Transmedia Story: The Matrix
Transmedia

n sm e dia

Tra

Traditional Traditional
Path Path

Dr. Pamela Rutledge | Transmedia Storytelling

Transmedia Story: The Three Little Pigs
Pig 2: Pinterest
Board
Wolf: Vine

Pig 1: Website Wolf: Website

Pig 1: Anime Wolf: Ning Network

Super Pig for Team Wolf

Main Story Anchor: Novel Main Website Sequels

Pig 2: Twitter Pig 3: Cooking Pig 3:

Dialogue Blog Cookbook
Expansion 1

Expansion 2
Pig 3: YouTube
Expansion 3
Pig 3: Fan Page
Videos
Dr. Pamela Rutledge | Transmedia Storytelling
Transmedia Story: Harley Davidson

Product Placement

Organized
Live Events Museum
Rides

Fan Communities

Website: Harley-Davidson.com

Anchor: Stores Logo Wear

@harleydavidson Fan Pages & Videos

Online Facebook
Offline

Consumer Created Harley Channel

Dr. Pamela Rutledge | Transmedia Storytelling

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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Transmedia Story: TOMS Shoes

Style Your
Sole Parties
Shoe Drops
Day Without Shoes

Stores

Anchor: Website

@TOMS Fan Created Content

Online @BlakeMykowskie Facebook

Offline

Consumer Created
TOMS Channel Google+

Dr. Pamela Rutledge | Transmedia Storytelling

•  Protagonist
•  Antagonist
•  Conflict
•  Goals
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Dr. Pamela Rutledge | Transmedia Storytelling
              Transmedia  Story:  Jay-­‐Z  

Dr. Pamela Rutledge | Transmedia Storytelling

Fans Carry the Brand Story

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Stories that Violated the Brand

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Transmedia Development: Fundamentals
How will audience
participation effect What is my
the story over brand story?

time?

What kind of audience

Who is My
participation do I want or
Audience?

need?

How will I What story do I

deliver the story?
want to tell?

Source: Adapted from tstoryteller.com

Dr. Pamela Rutledge | Transmedia Storytelling
Design Process: Audience Focus

Integrated Experience Engagement

Story
Platforms Design Strategy

Source: Adapted from Siobhan O’Flynn http://www.slideshare.net/sioflynn

Dr. Pamela Rutledge | Transmedia Storytelling
Plan for Levels of Engagement

GROW CONSUMER ENGAGEMENT

Attract
Discover
Experience
Explore

Attract attention Provide signposts Develop easily Provide multiple

and create for context that can shareable content, channels and gaps
anticipation guide consumers to such as symbols or for exploration;
other experiences rituals and engage create social bonds
within the brand all the senses to and reminders to
story strengthen keep consumers
connection motivated and
connected

Source: Adapted from Siobhan O’Flynn http://www.slideshare.net/sioflynn

Dr. Pamela Rutledge | Transmedia Storytelling
Effective Brand Storytelling

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Story Opportunities Unexplored

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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

Above All: Be True to the Story

Dr. Pamela Rutledge | Transmedia Storytelling

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

www.pamelarutledge.com

@pamelarutledge

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