When I received my units for this semester and saw that I was doing a unit called Transmedia storytelling I had no idea what that meant. My brain instead focused on the word storytelling and things such as Cinderella and Superman. But now I know that's only a small part of what Transmedia storytelling is. To understand it more I had to break the two words down and think what each meant:
- Transmedia: Can be defined as across medias or platforms. How many platforms do we engage in today? Looking on my phone and what I use on a daily basis there is Facebook, Snpachat, Instagram, Pandora, electronic radio, 9gag, and the ABC. That is so much content that appears on my phone every day and night. I'm overloaded with stories, information, ads and many other things without even realizing it. And on top of what is on my phone I watch TV, read the newspaper, listen to the radio and see billboards when driving. There are so many ways the media captures us as an audience.
- Storytelling: " Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination." (National storytelling network, n.d.). As I said before yes it might conjure up the thought of fairytales and Disney but it is so much more than that. Storytelling is used in so many ways in today's media to capture an audience. Be it through advertisements such as Ketut and Rhonda with AAMI or Humans of New York.
Disney
It is an obvious example, but it does use it very well. Disney started with the concept of creating movies, but that is not all Disney is now:
- Owns media networks including Disney Channel, ABC, Freeform and ESPN.
- Highly competitive in the Park and Resorts sector with Disneyland, Walt Disney6 world, Disney cruise lines, Aluani resorts, Disney vacation club and many more.
- Studio entertainment including Walt Disney studios motion pictures, animation studios, Pixar, Disney music group, Disney theatrical group, Disneytoon studios, Marvel, Touchstone pictures, Luacasfilmsand more.
- Consumer products from toys, apps and apparel that come from places such as Disney Publishing Worldwide and Disney Store.
(The Walt Disney company, n.d.)
Nike
Nike uses a different way to tell its story and share its brand. It wants people to feel part of its brand and attracted to the lifestyle its products are associated with. It does this through:
- Apps such as Nike+ Running, Nike+ Training club, Nike Football, Nike + Fuelband, and Nike tech book to help customers get motivated about their products.
- Sponsorship such as Michael Jordan, Maria Sharapova and Manchester United. These sponsors promote the brand through wearing the products, participating in advertisements and promoting them personally (Finances online, n.d.)
- Instagram accounts such as Nike, Nikefootball, nikewomen, nikerunning, nikesportswear and more.
With Transmedia storytelling still developing as a concept and my understanding of it only just beginning, I am sure there are many more ways in which it is used. The use of new media allows for brands to share their stories in more ways than ever before, and makes our job as Public Relations consultants more complex and different than ever.
What other brands have used Transmedia storytelling well?
Reference list
- About the Walt Disney company (n.d.) The Walt Disney Company. https://thewaltdisneycompany.com/about/
- Top 10 most expensive Nike shoes endorsements: From Kobe Bryant to Tiger Woods (n.d.) Financesonline. http://financesonline.com/top-10-most-expensive-nike-shoes-endorsements-from-kobe-bryant-to-tiger-woods/
- What is storytelling? (n.d.) National Storytelling network. http://www.storynet.org/resources/whatisstorytelling.html