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A Creator's Guide To Transmedia Storytelling: How to Captivate and Engage Audiences across Multiple Platforms

Book Description

From a transmedia pioneer, the first major how-to strategy guide for using multiplatform storytelling to enhance brand value and engage customers

More than a buzzword, transmedia storytelling -- the technique of telling stories across multiple platforms and formats, including gaming, social networking, and other media -- rapidly is becoming the go-to marketing strategy for businesses large and small. A Creators Guide to Transmedia Storytelling, by award-winning speaker and creator, Andrea Phillips, is the practical, strategy-rich handbook for transmedia creators/entrepreneurs and marketing professionals who are trying to build or expand transmedia capabilities in established media businesses.

This is the first major, comprehensive resource to feature concrete instruction on the principles of storytelling, audience engagement, platform selection, execution challenges, big-picture strategy and structural considerations -- as well as case studies of milestone transmedia projects and interviews with leading transmedia authorities and creators. Whether youre in game design and development, book publishing, film and television, or any other traditional or digital medium, A Creators Guide to Transmedia Storytelling will give you the tools and knowledge you need to create deeper forms of audience engagement.

Table of Contents

  1. Cover Page
  2. A Creator’s Guide To Transmedia Storytelling: How to Captivate and Engage Audiences across Multiple Platforms
  3. Copyright Page
  4. Dedication Page
  5. Contents
  6. Preface
  7. Section I Introduction To Transmedia
    1. 1 Once Upon a Time...
    2. 2 What Is Transmedia, Anyway?
    3. 3 Transmedia is More Than a Marketing Gimmick
    4. 4 significant prior Art to Learn From
  8. Section II Storytelling
    1. 5 The Four Creative Purposes for Transmedia Storytelling
    2. 6 Learn the Basics of Traditional Storytelling
    3. 7 How Story and Branding Affect Marketing
    4. 8 Writing for Transmedia is different
    5. 9 Online, Everything Is Characterisation
    6. 10 Conveying Action Across Multiple Media
  9. Section III Structure
    1. 11 Fine-Tune for Depth or for Scale (Not Both)
    2. 12 Special Considerations for Blockbuster Transmedia Franchises
    3. 13 Interactivity Creates Deeper Engagement
    4. 14 Uses and Misuses for User-Generated Content
    5. 15 Challenging the Audience to Act
    6. 16 Make Your Audience a Character, Too
  10. Section IV Production
    1. 17 Project Management: The Unsung Necessity
    2. 18 Finding and Keeping a Strong Core Team
    3. 19 Websites and Tech Development: DIY or Outsource?
    4. 20 Don’t Be a Jerk on Social Media
    5. 21 Email and Phone: Cheap and Effective
    6. 22 Making and Using Prerecorded Content
    7. 23 Bringing Your Story into the Real World
  11. Section V The Big Picture
    1. 24 How to Fund Production Costs
    2. 25 … And Maybe Make Some Profit, Too
    3. 26 Forging Your Own Transmedia Career
    4. 27 Critical Legal and Ethical Considerations
    5. 28 Get excited and make things
  12. Acknowledgments
  13. Index
  14. About the Author