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