The power of Transmedia Storytelling

Why is transmedia storytelling so popular today?

It sounds complicated but we are all exposed to it daily. From TV series, movies and books, to YouTubers and bloggers, including start-ups and even big brands use transmedia storytelling today.

But what is it? It is a marketing strategy that deploys various media and communication platforms to tell a story for promotional purposes. Henry Jenkins defines it as "a process where the elements of a fiction get dispersed across multiple delivery channels to create a unified and coordinated entertainment experience". Transmedia storytelling exploits multi-channel hyper-connectivity and invites consumers to actively participate. It takes advantage from each media to uniquely contribute to, and extend the consumer experience.

We all know the Harry Potter saga, written by J.K Rowling: Books, films, events, games, comics, merchandising, websites dedicated to the wizarding universe, Fandom blogs and even the presence of J.K Rowling in social media where she interacts with fans. But Pottermore (now Wizarding World) is the proof that transmedia storytelling is the strategy behind this universe. The Pottermore website was created to offer additional content to the 7 volumes of the saga and in response to the numerous fan theories and fanfictions that hovered the web. In May 2019, Pottermore officially became Wizarding World to house the Fantastic Animals saga.

It's easy to understand why it works:

If we consider the need to prolong the original story, to change facts or events we do not like, or simply enter the universe and be part of it. Participating and investing time and money generates commitment and satisfaction, while the connection between the fan and the universe he admires is strengthen.

Transmedia storytelling continues to growth in the 2.0, becoming an essential strategy to sell many products and without which other franchises wouldn’t even exist. Fifty Shades of Grey, for example, was born as a simple fanfiction of the Twilight saga and ended up being a successful saga on its own. Fascinating, isn't it?

It is the go-to marketing trend for companies to advertise themselves, publicize a product or service and connect with their customers, for simple reasons:

• Communicating the story behind a company or a product generates an identity of its own, evokes feelings and appeals to different values the customer can feel identified with. 
• Inviting the client to participate, get involved and interact generates a feeling of belonging and strengthens the link between the client and the brand. 
• Optimizing multi-channel presence, adapting and expanding the story conveyed by the brand in the era of hyper-connectivity, allows the brand to engage with its community while reaching a wider audience and gaining new customers.

Just take the a look at the transmedia campaign lauched by the soccer giant Real Madrid, EA Sports and Adidas.

But big brands aren’t the only ones, YouTubers, bloggers or influencers, no matter how they call themselves, they also use transmedia storytelling as a branding campaign to connect with their audience and it works.