This is a guest post form Krishna Stott.
Krishna is a technology and story pioneer. He runs Bellyfeel, a leading provider of information and consultancy for traditional media producers who want to expand their audience and increase profits using new devices and platforms.
As a creator, producer and consultant of Transmedia I draw heavily on the media that got me excited when I was a kid. Movies, TV, Music and Books.
Some of those things don’t exist anymore; VHS, vinyl, cassette – but the feelings are still there.
Analogue vs Digital
Those analogue and physical formats were big influences on me and I can’t help thinking that digital is not as rewarding – so you have to try harder as a creator.
As a kid, I would salivate like a starving dog in anticipation of the next 7” single from the Buzzcocks or the Clash. After a Saturday trip to town to buy the shiny black disc in a full colour sleeve, I would be vibrating with pleasure on the bus home. Then the joy of popping on the turntable, dropping the needle and experiencing the music.
I would pore over the sleeve for clues as to what my heroes were saying with this latest slice of pop culture. And getting a bit of ‘behind the scenes’ was really exciting – if you could hear the band talking in the intro or outro, or even a distant ‘1 2 3 4 !’ – this was a massive bonus.
Instant Pop Culture
Digital is all about QUICK – NOW – NO WAITING. That’s not good or bad – it’s just how it is – but instant doesn’t mean better.
And digital gives many more options for creativity and business. But more options doesn’t mean better quality experiences.
In a way, you now have a bigger palette for storytelling but the paint is thinner and the picture comes out not as bright or vivid. (Which is ironic because digital is perceived as being brighter and clearer than analogue media.)
So how do you evoke the kinds of feelings that get today’s audience hooked and wanting more, more, more.
Ignite Your Audience With These Transmedia Tactics
I have been creating Digital, Interactive and Transmedia stories for 15 years now. In that time I have picked up a few useful tricks. Here are 3 Transmedia Tactics you can use to ensure your audience gets very excited about your story experience.
1 – Fan Allegiance.
In the old days this meant joining a fan club by mail or reading the weeklies to keep track of their progress – today you can make it easy for fans to connect and take them along with you (and your story) at very low cost, on a global scale.
Do you know the famous Transmedia campaign “Why So Serious?”. This campaign for the “Dark Knight” film had over 10 million fans all following and joining in the actions around the world. Make your content meaningful to your audience and aim for 10 million global fans!
2 – Anticipation.
Once the audience is hooked in, make them wait a while! Then reward them – this will get them chomping at the bit. Don’t make it so easy for the audience – if your story is good enough it will be worth waiting for.
There was a very early interactive web campaign for the 1997 film “The Game” which actually refused entry to lots of people. This was a completely counter intuitive tactic at the time but a genius one IMHO. Make the audience wait… make them wait and then give them…
3 – WOW! Moments.
Although digital storytelling relies on systems for delivery – when telling stories you have to break out of the systems every now and then to create big WOW! Moments.
Remember a film called “The Crying Game”? Watch this film if you don’t know what a WOW! Moment is. Get the audience to expect the unexpected from your story!
These 3 Transmedia Tactics are highly effective in turning your audience into rabid fans – and your audience had better be hot under the collar as the competition for attention is ferocious these days.
Good Luck! And if you have any further ideas on this subject drop them in the comments.
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