Building Successful Transmedia Strategies: The Twilight Saga Case Study [VIDEO]

Lara Hoefs gave a keynote at the 2013 Merging Media conference in Vancouver on creating successful transmedia strategies using The Twilight Saga as a case study. In this talk, she also takes a deeper look at the cultural basis of transmedia and how that is effecting storytelling and marketing in the 21st century.

 

Cross-Platform Storytellers = Audience Architect + Story Architect

Information-TechnologyitTo create successful cross-platform story experiences, it’s important to understand there are two sides to the transmedia coin. Transmedia only begins at creating story across platforms; the other half is building a cohesive cross-platform audience experience. The two go hand in hand when building engaging, moving story experiences.

Several years ago, understanding that storytelling was evolving in a new media age, the visionary Lance Weiler made a shift in how he identified as a storyteller and he moved away from identifying as a filmmaker to that of a story architect.

images“At one point I considered myself a film-maker but those days are long gone. I now consider myself something akin to a story architect, in the sense that the stories I tell encompass design, delivery and technology.” – Lance Weiler, 2009

As we build story experiences in this connected digital age, one side of creating story experiences is building story architecture and the other is building audience architecture. Continue reading