A creator's guide to transmedia storytelling : how to captivate and engage audiences across multiple platforms / by Andrea Phillips.

Format:

Book

Author/Creator:

Phillips, Andrea, 1974- author.

Language:

English

Subjects (All):

Internet entertainment industry.

Interactive multimedia.

Digital storytelling.

Marketing--Psychological aspects.

Marketing.

Physical Description:

1 online resource (1 v.) : ill.

Edition:

1st edition

Place of Publication:

New York : McGraw-Hill, [2012]

Language Note:

English

System Details:

text file

Summary:

The First How-To Strategy Guide to Transmedia Storytelling “Phillips’s book is a powerful tool for anyone who wants to make a career for him- or herself within the world of transmedia. Through her guidance, the reader is able to understand the fundamentals of transmedia and the power it can have when used with a compelling and strong story." —David Gale, Executive Vice President, MTV Cross Media “Transmedia storytelling is a bold and exciting new arena for creativity and innovation. . . . Andrea Phillips provides a compelling, thoughtful, and clear guide to a next generation of creators in this medium. She demystifies the process and proves that you, too, can push the envelope and be part of the future of storytelling.” —Michelle Satter, Founding Director, Sundance Institute Feature Film Program “An excellent and fair-minded primer and survey of the underpinnings and fast-evolving techniques behind multiplatform narrative. Andrea Phillips is one of a small handful of writers capable of both practicing and clearly conveying the principles of transmedia storytelling. Highly recommended!” —Jeff Gomez, CEO, Starlight Runner Entertainment “A no-nonsense guide for the fun-filled and strangely awesome world of transmedia storytelling.” —C. C. Chapman, coauthor of Content Rules and Amazing Things Will Happen Includes Q&A sessions with the world’s leading experts in transmedia storytelling About the Book: What is transmedia storytelling and what can it do for you? It’s the buzzword for a new generation—a revolutionary technique for telling stories across multiple media platforms and formats—and it’s rapidly becoming the go-to strategy for a wide variety of businesses. If you work in marketing, entertaining, or advertising, transmedia storytelling is a must-have tool for pulling people into your world. Why do you need A Creator’s Guide to Transmedia Storytelling ? If you want to attract, engage, and captivate your audience, you need this book. Written by an award-winning transmedia creator and renowned games designer, this book shows you how to utilize the same marketing tools used by heavy-hitters such as HBO, Disney, Ford, and Sony Pictures—at a fraction of the cost. You’ll learn how to: Choose the right platforms for your story Decide whether to DIY or outsource work Find and keep a strong core production team Make your audience a character in your story Get the funding you need—and even make a profit Forge your own successful transmedia career W...

Contents:

Intro

Contents

Preface

Section I: IntroductIon to TransmedIa

1 Once Upon a Time . . .

2 What is Transmedia, Anyway?

3 Transmedia is More Than a Marketing Gimmick

4 Significant Prior Art to Learn From

Section II: Storytelling

5 The Four Creative Purposes for Transmedia Storytelling

6 Learn the Basics of Traditional Storytelling

7 How Story and Branding Affect Marketing

8 Writing for Transmedia is Different

9 Online, everything is Characterization

10 Conveying Action Across Multiple Media

Section III: Structure

11 Fine-Tune for Depth or for Scale (Not Both)

12 Special Considerations for Blockbuster Transmedia Franchises

13 Interactivity Creates Deeper Engagement

14 Uses and Misuses for User-Generated Content

15 Challenging the Audience to Act

16 Make Your Audience a Character, Too

Section IV: ProductIon

17 Project Management: The Unsung Necessity

18 Finding and Keeping a Strong Core Team

19 Websites and Tech Development: DIY or Outsource?

20 Don't Be a Jerk on Social Media

21 Email and Phone: Cheap and Effective

22 Making and Using Prerecorded Content

23 Bringing Your Story into the Real World

Section V: The Big Picture

24 How to Fund Production Costs

25 . . . And Maybe Make Some Profit, Too

26 Forging Your Own Transmedia Career

27 Critical Legal and Ethical Considerations

28 Get Excited and Make Things

Acknowledgments

Index.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references and index.

Description based on print version record.

ISBN:

1-280-69840-3

9786613675361

0-07-179153-1

OCLC:

1024277952