Jenkins (2006), in his book Convergence Culture, describes transmedia storytelling as storytelling across multiple forms of media with each element making distinctive contribution to a fan's understanding of the story world. By using different media formats, transmedia creates "entrypoints" through which consumers can become immersed in a story world. Doctor Who was a great example of this from the lecture I attended this week.
In another definition of the term, transmedia storyteller Gomez (2008) defines it as "the art of conveying messages, themes or storylines to mass audiences through the artful and well planned use of multiple media platforms".
Let's face it, we have entered an era of media convergence that makes the flow of content across multiple media channels almost inevitable. Therefore, transmedia storytelling can be benficial to the advertising and marketing industry becasue it promotes brands and products in an interesting, effective manner. Transmedia narratives can be as effective as advertising and branding.
However, it is important to remember sometimes transmedia narratives promote themselves, instead of the brand or products. In addition, not all brands benefit from the creation of detailed transmedia narratives, as some can get hurt.
Having said this, what all advertisers and marketers can learn from the rise of transmedia storytelling is that you should focus on creating a consistent, unified, experience across all platforms. Furthermore, to let each platform do what it does best, know each element needs to work on its own terms, but should also add something to the larger experience, and bring people together and give them something to do.
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