{"id":2011,"date":"2017-10-17T11:03:42","date_gmt":"2017-10-17T11:03:42","guid":{"rendered":"http:\/\/mixmedia.es\/uncategorized\/hablemos-de-transmedia\/"},"modified":"2018-09-13T11:36:26","modified_gmt":"2018-09-13T10:36:26","slug":"talk-about-transmedia","status":"publish","type":"post","link":"https:\/\/mixmedia.es\/en\/usabilidad-en\/talk-about-transmedia\/","title":{"rendered":"Let’s talk about transmedia"},"content":{"rendered":"

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Transmedia, the future of the digital marketing.<\/h1>\n

Today we have to talk about a phenomenon that has been gaining strength for a few years and that increasingly points to the development of strategy in digital agencies, the Transmedia Storytelling<\/strong>. It is a set of digital techniques offered to users through different media to build a story that offers an interactive experience. In the words of Wikipedia is the following:<\/strong><\/p>\n

Transmedia storytelling<\/b> (also known as transmedia narrative<\/b> or multiplatform storytelling<\/b>) is the technique of telling a single story or story experience<\/a> across multiple platforms and formats using current digital technologies, not to be confused with traditional cross-platform media franchises<\/a>, sequels<\/a>, or adaptations.\u00a0Henry Jenkins<\/a>, author of the seminal book Convergence Culture<\/i>, warns that this is an emerging subject and different authors have different understandings of it. He warns that the term “transmedia” per se<\/i> means “across media” and may be applied to superficially similar, but different phenomena. In particular, the concept of “transmedia storytelling” should not to be confused with traditional cross-platform, “transmedia” media franchises<\/a>,[1]<\/a><\/sup> or “media mixes<\/a>“. The transmedia storytelling exists in the form of transmedia narratives. Kalinov and Markova define the term as: “a multimedia product which communicates its narrative through a multitude of integrated media channels”.[2]<\/a><\/sup> Source:\u00a0Wikipedia<\/a><\/p><\/blockquote>\n

Here is a very simple graphic example of how it works:<\/strong>\"transmedia

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What is the transmedia goal for a brand, product or service?<\/h2>\n

Today and with the advance of telecommunications, the world is moving at a frenetic pace and vertigo, that is why both digital agencies and users demand new experiences that allow them to build and participate actively in history. Before we settled for going to the cinema and enjoying a movie when we left we shared impressions with others, we made conjectures and we built hypotheses according to what we believed. With the arrival of Transmedia, we go to the cinema and discover that there is a video game of it that links more stories, then there are social networks where videos, images and various materials that feed the story are shared, we discovered a mobile application that offers us new clues and finally we discover that there are more webisodes that feed the stories. Everything is connected, everything is ready for you to continue investigating and living an intense and interactive experience that lasts much longer and remains in time without a specific order, but always fully connected thanks to the\u00a0Storytelling (here it is explained more clearly).<\/a>\u00a0What is clear is that the transmedia strategies that they seek as objectives are the following:<\/strong><\/p>\n

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  1. Offer innovative experiences<\/li>\n
  2. Reach a greater volume of users<\/li>\n
  3. Extend the interest of the users as long as possible<\/li>\n
  4. Prevail over time<\/li>\n<\/ol>\n

     <\/p>\n

    Let’s see some successful examples of Transmedia digital campaigns.<\/h2>\n

    To put ourselves in a situation we have made a selection of some transmedia campaigns that are worthy of mention and study, with them we can see perfectly the impact and effectiveness of them.<\/p>\n

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    The beauty inside – Realised by Intel Core y Toshiba<\/strong><\/h4>\n

    An incredible love story that tells in 6 webisodes the powerful story of Alex and Leah, but it does not stop there, the idea of Intel and Toshiba was that any user of the world could be Alex and live the experience immersed in the narrative. You just had to have a camera, a computer, the rest you can see in the next video. \u00a0