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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Topic of the week

From the strategic angle

Give the throne to the human: Transmedia storytelling, from Hollywood to advertising

06/02/2016
in Topic of the week
4 min read
From the strategic angle

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By Marija Stošić, Senior Creative Planner McCann Beograd

Take my love, take my land
Take me where I cannot stand
I don’t care, I’m still free
You can’t take the sky from me.

– so sings Sonny Rhodes in the opening credits of the TV show Firefly, which was first aired on Fox TV in 2002/2003, but was taken off air after only one season which contained eleven episodes. By all the rules of the Universe, the story should have ended there. All of the stories about the spaceship called Serenity, about Captain Mal and the inevitable tension between him and the beautiful Inara (will they, won’t they, when will they), about the dysfunctional crew that fights against…. Well I won’t reveal anything else, but it was supposed to be left untold. Who hadn’t had the chance to see it, it’s time – go enjoy those eleven episodes, and then take a look at the tonnes of material written, shot, and programmed later on.

Because the TV show that was left for dead after only a couple of months lives on today, thanks to the consumers who have been asking for more for twelve years now, and the many types of media that make it possible for us to keep adding new chapters to the same story – through transmedia storytelling.

Transmedia storytelling means telling one story through many channels. The story is one, but it is not the same in every channel, since each channel adds its own chapter which is in itself whole, rounded and well-defined. The rules of a single channel are preserved to the max, which means that the content is not being adjusted to the channels, but it’s being made from scratch for each and every one of them.

In Hollywood, it would look something like this:

  • Each episode of the TV show has its own course, but it is also a part of the bigger story taken from the main characters’ universe.
  • The studio also made some film(s). Not one of them is repeating the story from the TV show, nor is it necessary to see the TV show prior to seeing the film(s).
  • At the same time, an online game has been made. The game reveals, for example, the origin story of the leading characters – the information that cannot be found either in the movie, or in the TV show.
  • The book has been written, or a graphic novel perhaps, about the leading character and the part of his life that we haven’t seen before. The story is once again rounded, and it doesn’t matter if you have seen the show, the movie, or played the game before reading it.
  • Also, an application which is available for the cell phones makes it possible for the fans to become a part of the universe, and interact amongst themselves.

Transmedia storytelling is thus growing organically, from our ways of consuming content. From how and when we read/listen/understand/tell stories, from the plethora of available media, from our multidimensionality, from the desire to find out more, to hear the ending, because we care about the story.

And thus comes the connection to, and the perspective for this kind of storytelling for the advertising industry. It is important for us to understand the following: the content is not the king. The only king is the client/buyer/consumer/… THE HUMAN BEING.

A brand exists because of them, the content is being created for them, for how they consume it.

Transmedia storytelling is not a mere 360° campaign. Transmedia storytelling demands content to be created specifically for television, or Youtube, demands that Facebook has its own campaign, and that the radio receives its own little radio-drama. It demands each channel to tell its own, different chapter of a bigger story.

Among the best international examples of transmedia is surely Coca-Cola and the masterful campaign from a few years ago – Happiness Factory. The story about wonders happening inside a Coca-Cola vending machine had many chapters through many channels including videos, video games, applications, special online campaigns… Here, in Serbia, the campaign for Poslovi.infostud.com included using an e-book just the right way, understanding the need of the unsatisfied employees to kill their working hours boredom. Raiffeisen Bank also found an excellent way of using two sparrows – Buca and Ljupche, who carry one message on TV, and through Facebook channel are telling something different, by commenting daily events from their own bird perspective.

Buca i Ljupče are constantly interacting on Facebook with the page fans who are asking questions, giving feedback on different topics, writing some of their own impressions…. which is an excellent sign that the transmedia approach is successfull. Transmedia, remember, engages: its goal is to awaken curiosity, to make you want to know more, to be interested in the sequel. To look up the material on Youtube since you haven’t seen it on TV, to actually read a print ad, to download an application (or an e-book) because it’s useful and fun, to go to the Facebook page or elsewhere and give your own contribution to a chapter of the story.

The beginning of this very text is another example of what successful transmedia storytelling looks like. It is both very wordy and very passionate since I am, personally, a huge fan of the Firefly phenomenon, and to this day cannot get over the unresolved tension between Captain Mal and Inara.

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