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Transmedia Marketing by Anne Zeiser

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CHAPTER 1Media Makers = Media Marketers

Dane Boedigheimer began making videos with his 8 mm camcorder as a teenager. On a lark, the former film student uploaded the first YouTube video in 2009 for Annoying Orange—an anthropomorphic orange that annoys the fruits and vegetables around him. Because of the video’s overwhelming popularity, he created a RealAnnoyingOrange YouTube channel and pumped out a video series, garnering more than 2 billion views. Boedigheimer segued this into an animated TV series on the Cartoon Network in 2012, plus videogames, toys, T-shirts, and costumes, establishing a franchise worth millions of dollars. Annoying Orange’s breakout success on YouTube signaled a key inflection point in the twenty-first-century media landscape—the ...

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