GLOBAL — NEW YORK, USA, MARCH 2011—Transmedia has been a buzz word for a while, with content creators increasingly interested in finding innovative ways to create stories that arc over various platforms, providing consumers with multiple entry points. A new trend report from JWT explores how this trend is significant for marketers.
Understanding what transmedia means and how to develop relevant experiences that give audiences multiple entry points will be increasingly important for marketers as transmedia transitions into the status quo. The report, “Transmedia Rising,” provides an introduction to transmedia fundamentals: It includes a half-dozen case studies, insights from transmedia experts, a guide to finding more information (from events to podcasts to books and video clips) and a timeline charting some of transmedia’s milestones, from Disney to The Matrix and beyond.
“This is an era characterized by social media, multiple screens and empowered consumers, and transmedia leverages all of that while using age-old storytelling and marketing techniques,” says Ann Mack, director of trendspotting at JWT. “For marketers, transmedia presents new opportunities for capturing consumers’ time and attention—with the potential to enhance brand mythology and create more brand evangelists.”
In coming weeks, JWTintelligence.com will feature two related Q&As: with the commercial and music video director Mathew Cullen, a co-founder of the new transmedia studio Mirada (spearheaded by director Guillermo del Toro), and with Wired contributing editor Frank Rose, author of the new book The Art of Immersion.
This trend report, as well as JWT’s Social Media Checklist, 10 Trends for 2011 and 100 Things to Watch in 2011, is available on www.jwtintelligence.com.
