What it is?
Difficult words, easy explanation. The transmedia storytelling is simply the fact of telling an history through different media. Thanks to new technologies and the interaction the make possible between consumers and consumers and brands, this last ones can ask their audiences to react, to interact with them, under the cover of a alternate reality experience.
The biggest and most succesful example of this advertising concept is, no doubt, the campaign made by 42entertainment (Pasadena) for the release of the Christopher Nolan movie “Batman, The Dark Knight”.
French marketers have designated one word to refer to the power Internet users have today: “consomacteur”. Mixing “consumer” and “actor”. Because nowadays brands no longer have the power. Especially through social networks where consumers can directly interact with brands, with not always the best results. Great example of this is the case of GAP, one of the most polemical moves of the brand in its whole history.
This is the new Durex’s print campaign. Genious and, of course, hilarious:
|Advertising Agency: Euro RSCG Istanbul||Advertiser: Durex|
|Art Director: Serhat Akavci||Copywriter: Caner Apaydin|
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