For transmedia producers the challenges of silo-busting and aligning far-flung talent

"Drawing Hands" by M.C. Escher 

Transmedia storytelling is all about delivering a rich, integrated multimedia experience. But one of the challenges transmedia creators face is aligning far-flung project teams operating in talent silos. Lance Weiler, partner in Seize the Media, a social entertainment company that specializes in transmedia storytelling, recently spoke in London about the need for open communication between a project’s central story creator and those developing spin-off story elements. He said data sharing is one way to improve team synchronization. For example, testing a transmedia treatment gauges audience reaction and sharing this feedback enables team members to better dovetail their work into the total program. 

Will multi-channel marketing converge on Google TV?

Google TV, Apple TV and Roku make it possible to converge web-based content on the family television - a development that is sure to change the way people consume media – and commercial messages. Until now multi-channel marketing campaigns reached audiences via dispersed touch points. Converging multiple media channels on a single TV screen will be a whole lot better by making commercial content more dynamic and interactive. 

It'll take some time before Google TV and the like are mainstream. But it’s not too soon for marketers to start thinking about creative and strategic possibilities. Chances are television studios are already looking at ways to make transmedia programming appealing to advertisers. 

Why well-integrated talent/teams produce well-integrated media campaigns

In pre-digital days many ad agencies operated like talent fiefdoms. Agencies where often branded “creative,” "media," or “account-driven,” depending on who was in power.

Today everyone on an account team, whether creative or analytic, has skin in the digital game, requiring agencies to do a better job aligning their talent pools.

Collaboration may be the new reality, but that doesn’t mean it’s easily achieved. As Steve Kerho, SVP, Analytics, Media and Marketing Optimization at Organic, Inc., recently posted on Fast Company's blog, seamless teamwork demands strong leadership from senior managers who foster cross-pollination by making it clear that everyone succeeds or fails together.

The fact is, no agency working in the digital space nowadays can afford the old creative vs. analytics mentality.  Technology, properly used and shared, will unify talent, make agencies stronger, and empower innovation.

AOL’s Project Devil: New Web Ad Format Cuts Clutter, Aligns Contextual Multimedia

AOL is definitely on the right track with Project Devil, its just unveiled antidote to the ad cluttered webpage. Jeff Levick, AOL’s president of global advertising and strategy, says Project Devil aims to bring about a "fundamental redesign of the Web," that will give consumers a richer, better online experience, while giving brands a more effective and engaging platform for selling.

Indeed, the Devil ad format is a step up in terms of web aesthetics and usability. Until now the industry norm has been to pack webpages full of banner ads. Devil does the opposite, giving one advertiser a webpage's entire ad space.  

No doubt this approach will foster better ad-editorial alignment. In fact, advertisers will be able to enhance the editorial environment by placing contextual ads using video, slideshows, social networking and bookmarking features, news alerts, event live-streaming, crowdsharing, wiki, geo-social maps, and more. 

Case in point: JC Penney has done a great job stacking multimedia ads alongside a full-page of fashion editorial, starting on top with a mini catalog featuring several fall ensembles. Clicking on a look takes you to a dedicated page where the merchandise is shown up close and coordinated with other items. This sales page can be bookmarked, shared via email or Facebook, and of course items can be purchased online.

Below the catalog  is a panel that clicks to a “behind the scenes” video from a fashion photo shoot. The documentary-style narrative is relevant, appealing and it effectively legitimizes JC Penney's style authority. Beneath the video there are two more ad panels, one featuring the retailer's Facebook promotion and the other offering a special 15% discount. 

No question a cleaner looking web is a win-win for everybody: Consumers get better content, web editors get better context, and brands get to converge their marketing mix - print and TV ads, direct mail, e-commerce, social networking, PR, promotion, etc. - all on one page. Potent stuff!

Transmedia guru JEFF GOMEZ to speak at NYC's New School Oct 26

Jeff Gomez's Transmedia Master Storytelling class at the New School (NYC), Tues. Oct. 26 at 7 pm. Jeff Gomez, CEO of Starlight Runner Entertainment, is the world’s foremost expert at turning entertainment properties and premium brands into highly successful transmedia franchises. 


Event details here.  List of Jeff's books. 

Will departure of NBC/U and CNN chiefs hasten digital diversification?

Will the departures of NBC/U chief Jeff Zucker and CNN's U.S. president Jonathan Klein hasten digital changes affecting how news and entertainment are created, distributed and monetized? See today's reporting on Marketwatch.

Disney's new fan-generated website engages and empowers brand advocates

Disney's fan-generated website extends its social reach  

Disney went live yesterday with DisneyParks.com/Memories, its new social-centric website for showcasing photos, video, and other content generated by fans and park guests. Associated Press reports that the website will leverage the booming use of  mobile devices equipped with photo/video sharing. Disney Park visitors will be encouraged to post images to the fan-driven site as well as their own social networks like Facebook.  The website is featured in Disney's new TV campaign "Let the Memories Begin," produced with multimedia content from fans. 

Related Post - September 8, 2010 
Disney's transmedia push to satisfy content hungry, tech-savvy kids
It’s no surprise Disney is moving quickly into transmedia marketing.  Brand Disney is all about creativity and storytelling, after all, plus a huge chunk of its fan base consists of young digital and social media natives. Worth reading on Forbes.com:  Brandon Gutman's Q&A with Paul Yanover, EVP & Managing Director of Disney Online.  Yanover talks about the company's push to develop new and innovative ways to create content across multiple platforms, especially mobile devices like  iPod touch and Nintendo DS.