Tuesday, November 07, 2006
Transmedia Planning My Arse
OK so what is the score with all the hype surrounding transmedia planning?
A guy called Faris and Ivan from Naked presented their thoughts, inspired by by some stuff in Henry Jenkins' new book Convergence Culture, at the APG Battle of Big Thinking in London. Details here. It has generated some debate and fervant condemnation of media nuetral or 360 planning.
The basic premise of transmedia planning is that rather than using different media channels to communicate the same idea, you can use each channel to communicate different things. Everything is still tied together by the same brand strategy or narrative, but each channel does what it does best, rather than bending to fit an idea that's not really built with any particular channel in mind. Each channel is strong and self-contained enough to live on its own, but can then be pulled together into a greater brand narrative. Encouraing social relationships to help forge connections, forming a brand community that shares and builds on each others' experiences with the brand. I've seen the advertising, you've been to an event, she's tried the product, he's had a good experience with an employee, and we all compare notes. The much touted best practise example of the the A3 H3IST is a great case study but surely required multiple channel exposure for full impact, rather than each channel living in its own right.
Err isn't that 360 planning: a brand idea at the centre delivered across multiple channels. Each plays an important and complimentary part but each also exists in its own right. And wow" stimulating thought and conversation from your collective brand audience. Doves' campaign for real beauty is a better example of this. See the poster, a site or the youtube posting and each makes sense in its own right.
Transmedia planning surley a case of the emperors new clothes? For all those social bandwagon jumpers surely a better name would be Media 2.0. The 360 model aint broke just they way people have been deploying it.
That said there is some interesting thoughts on designing executions on mulitple layers. Each different layer or detail could appeal to a different group of people, who could compare stories, and thus continually be getting new perspectives on the same thing. Posted here
Tags: integration, 360, transmedia planning, Faris Yakob, naked,