On Tuesday night, JWT held the TransmediaNYC Meetup in our offices, hosted by Aina Abiodun. Guests included “Culture Hacker” Lance Weiler of Head Trauma and Pandemic fame as well as Feeder: A Love Story creator James Carter. Here are Aina’s thoughts about Transmedia:
Ad+Geek: Define Transmedia in your words.
Aina Abiodun: Transmedia is a style of storytelling in which one core narrative idea sprouts many rich, new story tentacles across media platforms. Adapting or repeating the same story over and over on different platforms doesn’t count. Each platform should deliver a completely new experience to the audience.
Ad+Geek: What are some of your favorite examples?
AA: The 2008 Presidential Election. I think it was the most supremely overlooked example of recent Transmedia. Look back closely at all the media artifacts of his campaign you will observe that Obama was in strategy and swagger, the real life John Wayne of our era. And his narrative played how all good stories play, with a hero, some fierce battles, and a transformation.
World Without Oil was also brilliant – and an often-cited example because it succeeds in pulling the viewer into the realm of real world issues in an immersive and engaging way across platforms. Laying out the conditions of a world oil shortage, the audience had to imagine and document their lives under those conditions.