Today’s television landscape doesn’t relegate storytelling to the actual screen, but offers opportunities to extend the lives of characters through transmedia. While the avenues are open creatively on a number of digital and social platforms, it also offers opportunities for companies to advertise in new places, often blurring the line between an organic extension of a story and a piece of marketing.
“We live in a world where marketing is becoming increasingly opt-in and where consumers are turning to ad blockers and turning the channel,” says Jim Marsh, vice president of digital and social media at HBO. “Transmedia gives us an opportunity to reach consumers in a way that is compelling and interesting.”
When it comes to approaching transmedia from a strictly storytelling standpoint, Norway’s hit teen drama “Skam,” created by Julie Andem, expanded its narrative and tapped into its young demographic by utilizing a real-time approach to unfolding the story,...
“We live in a world where marketing is becoming increasingly opt-in and where consumers are turning to ad blockers and turning the channel,” says Jim Marsh, vice president of digital and social media at HBO. “Transmedia gives us an opportunity to reach consumers in a way that is compelling and interesting.”
When it comes to approaching transmedia from a strictly storytelling standpoint, Norway’s hit teen drama “Skam,” created by Julie Andem, expanded its narrative and tapped into its young demographic by utilizing a real-time approach to unfolding the story,...
- 8/9/2018
- by Danielle Turchiano
- Variety Film + TV
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