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Transmedia Marketing by Anne Zeiser

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CHAPTER 20The Art of Art

In previous sections of the book your objective was to influence the influencers, so you were activating top-down strategies. Now, your objective is to reach your public audiences directly, so you are activating bottom-up strategies. To engage public audiences with your project, you must develop audience-facing promotional vehicles. Because of humans’ visually-wired brains, promotion begins with expressing your brand through strong visuals. Pictures—still or moving—are consummate storytelling devices. You can tell your story visually through your concept art, poster, one-sheet, collateral, title sequence, teaser videos, trailers, and sizzle reels.

Revisit your project’s audiences, themes, brand archetype, brand positioning, ...

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