Transmedia, cross-media….a number of different names have been applied to the wide use of multiple media channels as part of a single coordinated campaign. Transmedia has been used effectively by everything from product launches to alternate reality games. Where integrated marketing campaigns sought to bring a consistent message to multiple promotional avenues, transmedia brings a consistent message using multiple promotional channels to present a powerful, interconnected and immersive brand experience to your target customers or potential customers. Transmedia leverages popular social media vehicles like Facebook and Twitter and adds in custom web sites, blogs, and forums. But transmedia goes even further than just on-line experiences and brings other communication methods into play including phone, text message, physical mail, and print media.
Transmedia campaigns provide a unique opportunity to reach your target audience with an immersive brand experience
The key to an effective transmedia campaign is not just to use multiple channels, but to have them interconnected. A tweet points to a blog that lists a facebook account. The Facebook account activity includes updates to a new video on YouTube. The YouTube video refers to information on the Blog, which also includes an email address that lets you exchange email with a member of the campaign, who then sends you a package in the mail. And so on….you get the picture. A consistent campaign spread across multiple channels that allows your target audience to become as involved as they want.
Center Marketing brings a depth of experience in transmedia productions including expertise in utilizing existing social media sites as well as creating custom sites with blogs, forums, and interactive video. Our last large transmedia project utilized Facebook, Twitter, YouTube, Reverb Nation, MySpace and Flickr. Cloud compute resources were utilized to implement multiple custom web sites, custom Wordpress blog installations and custom phpBB forum installations. Direct interaction with the audience was through email, phone calls, text messages and physical mail. All coordinated, all connected. That’s not just brand marketing, that’s brand immersion!
