- Category: December 2019 - AR & VR in Marketing
Transmedia storytelling - also known as transmedia narrative or multiplatform storytelling - is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies.
In other words, the concept of transmedia storytelling includes developing an entire story world – ‘a storyverse’ – which is then used to create stories that are produced exactly for the respective channel. The users will have different experiences at the touchpoints: sometimes they can actively participate (game, event, role playing, VR / AR), sometimes classic lean-back formats (film, text formats). The level of immersion is very high, strengthening identification with the world. Lego, for example, has fought its way to the top again with this principle and Hollywood works this way, too.
From a production standpoint, transmedia storytelling involves creating content that engages an audience using various techniques to permeate their daily lives. In order to achieve this engagement, a transmedia production will develop stories across multiple forms of media in order to deliver unique pieces of content in each channel. Importantly, these pieces of content are not only linked together (overtly or subtly) but are in narrative synchronization with each other. Hence, it is not just something for multinational corporations and large-scale productions.