In his book “Digital Advertising” Andrew Mcstay (2010) describes transmedia storytelling as “communications of brands are relayed across a broad array of media, including offline”. Stories can be attached to products in order to emphasise with the audience and create meaning with a brand.
It is important to keep up with technological advances in seeing the potentials of transmedia storytelling. This was a topic talked about in a lecture which I will further discuss. Viewers want more than just a video posted up on YouTube.
Mcstay uses the example of EA (Electronic Arts) where someone on YouTube identified an opportunity to post something online after watching a Tiger Woods golf game. They uploaded a video via their Weiden and Kennedy agency which worked as a video response to tiger walking on water to play golf. This reflected a game of Tiger Woods walking on water then showed the clip in real-life which looks like he is walking on water to show that “he really is that good”
Coke has been involved in transmedia storytelling as well in promoting the “coke side of life”. Coke aimed to develop a world that can easily be translated over various media such as Cokes Advertisement (shown below) and their global website.
Can you emphasise with this? I think it is an amazing advertisement with the integrated imagination and use of CGI (Computer generated images) and is very cleverly thought out. How effective do you think it is?
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