Transmedia Campaign Proposal for the movie "Zootopia"

timer Asked: Apr 11th, 2017

Question description

Digital Campaign Proposal Assignment: Info. Relevant to Transmedia Branding

Transmedia branding is the use of different media to tell a (marketing) story,

wherein the different media each tell different aspects of the story.

The most natural fit of transmedia branding is to entertainment content (movies,

novels, albums, etc.). In these cases, the transmedia campaign is used to market the

larger content property by involving the public and revealing different aspects of

the larger story. So those students who are interested in working for entertainment

organizations—or the advertising agencies they employ—should strongly consider

transmedia branding for their assignment.

However, as discussed in class, non-entertainment brands (car companies, candy

manufacturers, non-profits, etc.) have also utilized the transmedia approach to drive

interest in their products or services and tap into participatory culture.

The most common transmedia branding model is the “satellites orbiting a main

event” approach. The main event is the main form of content (movie, car website,

etc.). The satellites are other media platforms (often social media) that reveal

different aspects of the main story.

This “satellites orbiting a main event” model is the approach you should take in the


If you choose entertainment content (a movie, album, etc.), the “main event” will be

the movie or album. You would thus choose an actual, existing movie or album for

your transmedia campaign proposal. You would then select at least 3 other

platforms (2 of which should be digital media, but one or two of which could be realworld

events, artifacts, phone, etc.) to supplement the movie or album. Much of

your campaign proposal would focus on the digital platforms that supplement the

existing movie, album, etc. Your transmedia campaign should be new (do not

choose one that already exists and simply re-work it).

If you choose non-entertainment content, select your brand and the “main event”.

Say you choose the Schwinn bicycle brand, your “main event” may be a website and

your supplementary platforms might be 3 social media platforms and a real-world

bicycle tour. Your transmedia campaign will want to share the values of the product

audience: in the case of a bike campaign it may be adventure and youth culture.

In terms of specificity, be as specific as you can within the space constraints of the

assignment. To extend the above example, you would want to provide details about

the website, the 3 social media platforms and the outlines of the bike tour. I do not

expect you to provide the list of refreshments to be served at the tour stops or the

code needed to build the website. In general, your choice of each platform and each

narrative contribution should be carefully selected and justified in the proposal.

Be creative—this strategy demands and rewards creativity! I will be looking for a

larger strategic vision that is communicated strategically and effectively.

Please feel free to reach out to me if you have questions regarding the transmedia

branding approach.

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