Understand how to use transmedia storytelling to promote your business – WAU
The use of transmedia strategies has proven to be an efficient solution in the process of creating brand narratives. Through it, the company tells a story in different ways (books, films, games, television, etc.) in a complementary way, increasing contact with the public and generating engagement.
Do you remember when we talked about “real world” and “virtual world”? Nowadays, it is still possible to hear these terms, but the division between these two realities has started to make less and less sense. Communication theorists argue that the virtual world and the real world have already intertwined inseparably.
In this context of digital transformation, with a society that is always connected and in which the boundaries between real, virtual, public and private blend, the concept of transmedia narratives emerges. These stories are present in different formats and supports, and bring constant wealth and news to the public.
If you want to apply this communication strategy to your company’s marketing actions, pay close attention to this post! We will reveal a lot about it to you.
What is transmedia narrative?
In the past, before the popularization of the internet and the proliferation of so-called “new media”, the contents were made for a specific format. The soap operas were thought, written and recorded for television. The books were meant to be read on paper. The comics were magazines printed on newsprint and bought at newsstands.
But technology multiplied the possibilities and made it possible for the same stories to be consumed in different formats. Today, it is possible to watch a soap opera on TV, but also on cell phones. And on Twitter, some profiles are dedicated to commenting on each plot twist.
Likewise, books can be read on paper or on digital readers, providing a new experience. Even comics became a product for the screen, with the rise of web comics.
However, the technology revolution did not stop there. It was not long before companies began to understand that they could exploit this potential of new media even more for branding, and it was at that moment that the narratives that transited between different platforms emerged.
Like this, transmedia narratives are all stories told through multiple media. But be careful: it is essential not to confuse this with an adaptation. To build such a narrative, it is not enough to tell the same story on several different channels.
What creates interest in the public is to feel that a different section or perspective of the story is offered at each of the points of contact that they have with the company – which can be the website, social networks, email and several other channels.
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How to make a transmedia strategy in your company?
Entertainment companies manage this dynamic with great skill, but be aware that it is possible to use this artifice of transmedia narratives to publicize brands in any segment. Find out more below!
Strategic presence in different channels
The first step the company needs to take is to make sure it is present on multiple channels. Here, extra attention is needed: the presence in different media must be strategic and guided by the needs of the buyer persona.
With the presence established, it is necessary to understand which story will be told. Is it time to reinforce the brand image? Are we launching a new product or service? Do we need to communicate the opening of a new headquarters? These and other messages can be counted interactively on multiple channels.
Use of storytelling
The next step is to bet on storytelling. The narrative needs to be captivating and dialogue with the emotion of your audience. Stay tuned for issues of authenticity and fidelity to organizational culture. If you decide to work with a fiction, make that clear, or the audience may feel cheated by the message.
Decision on the role of each channel
In the process of building the transmedia narrative, it is essential to think of the media as complementary channels to achieve the same goal. The idea is that the person will gradually discover the points of the story. You can even use a canvas to help with these definitions.
Each channel’s message needs to be sufficient on its own. However, the persona must feel that they will have a richer experience if they search for other content in other company media. So, think about the role of the different channels and what role they will play in building your story.
Concern about the quality of actions
Finally, the last step is the elaboration of the pieces, with an exquisite writing and appropriate language for the medium and for the persona. This will ensure that your audience is fully involved with the story you’re broadcasting.
In addition, it must be said that this strategy is normally designed for the consumer audience. The detail is that every company has several audiences – employees, suppliers, strategic partners and investors are just a few examples – and all of them can be sensitized by a transmedia content strategy.
Therefore, when it comes to thinking about actions that involve your different audiences, there is no reason to fail to offer an interesting and memorable experience.
Are there any success stories with the transmedia strategy?
Fortunately, there are many examples of good transmedia strategies to illustrate this post and also to inspire you to take actions with high engagement in your company. Next, we’ll talk about a few. Follow!
In the late 1990s, author JK Rowling began launching a series that would revolutionize the world of children’s books. The English writer has an even greater merit, as she knew how to continue telling the story of her characters, even after the publication of her last book.
Rowling established a series of points of contact with her readers, starting with Twitter. In her account, she started to talk about facts of the life of the characters that were not explored in the story.
Then she set out to create an online platform, Pottermore, where fans of the series could audition to officially find out which Hogwarts house they would be in if they were students, what kind of magic wand they would have, what animal their patron would be , among other curiosities. On the site, she also started publishing unpublished content from the wizarding universe.
Then she started writing scripts for plays and films, derived from the original saga. In each of these channels, a part of the universe created by her is being revealed to fans, who never tire of absorbing more information about their favorite characters and new inhabitants of this magical world.
In 2014, Volkswagen decided to stop manufacturing the iconic Kombi model, the square utility vehicle that became one of the symbols of the peace and love generation in the 1960s.
To highlight the historical moment in the brand’s trajectory, they applied a transmedia narrative that can be considered an example of good practice in the area.
First, the manufacturer’s press office released press releases for all vehicles, announcing that the model would be phased out. The fact was widely covered all over the world, starting a commotion.
Then, the company published in the newspapers a ad that brought the estate of the estate, with his last wishes – an emotional text that evoked memories in consumers who already had some kind of connection with the car.
The actions culminated in a Kombi farewell video, narrated in first person, recounting the vehicle’s memories and distributing its “inheritances” to people who had strong links with the model. The video included images from previous actions, tying the entire campaign concept.
If there is one company in the world that is an icon for the use of transmedia strategies, that company is Disney. Current owner of the main narratives that have constituted pop culture in the Western world since the mid-20th century, the company has numerous examples of the application of the strategy to disseminate its stories.
We will punctually explore Frozen, as it was one of the biggest recent phenomena of the brand. Based on the book called “The Snow Queen”, by Hans Christian Andersen, the story was released in an animated film in 2013.
Even before the release of the feature, Disney was already working on the theme song for the film, “Let It Go”, recorded by teen star Demi Lovato. In theaters, the movie was a hit, and the fever of the frozen world did not pass when it came out.
After launch, mobile and video game games were developed, where players could explore the corners of Aradelle’s kingdom. Disney released children’s books with short stories involving the characters in the plot and telling episodes of their lives that were left out of the main narrative.
All this without counting the CDs of the soundtrack, which contained songs that were not in the film and told other parts of the story, the attractions in the amusement parks of Disney and the ice shows, with Elsa and Ana on skates driving children crazy In all world.
From these examples, it is possible to see that the strategy of telling the same story in different media can be applied to all types of segments.
It can also come into play as an action in any part of the company’s history, from its entry into the market to the exit of a model line, through the launch of new products or services.
For a transmedia strategy to achieve success, it is important to view communication strategically and find different roles for each medium, so that the audience wants to know what is happening in all of them.
Now that you have understood this concept well, here you can also learn how to use the best available media to promote your business.