Transmedia Storytelling

Or Alternate Reality Games and how to leverage them

What is Transmedia Storytelling?

• Books• TV & Movies• Web

Transmedia Storytelling: A more complex answer

• Giant scavenger hunt• Clues, puzzles and cryptography• Acting and interacting with characters

Where did Transmedia Storytelling come from?

Alternate Reality Games:The beginning

• The Beast – A.I. Promo (2001)• Majestic – EA Game (late 2001)• Lockjaw – Indie Game (2001-02)

The ARG that changed it all:I Love Bees

• Used to promote Halo 2 launch (2004)• Elaborate narrative and radio play• Infiltrated the real world• Large Audience (thousands of players)

What are some key attributes of ARGs?

• Puzzle-solving• Blend reality and fiction• Cooperative play

Where ARGs and Transmedia Storytelling intersect

• Perplex City (2005 – 07)• Level 26 (2009)• World Without Oil (2007)• TV & Movie tie-ins

What is Transmedia Storytelling?

• A super-set and sub-set of ARGs• A story told through multiple media• Or a combination of the two

How can local businesses use this?

• Promote special events• Promote their community• Cooperate with other businesses

Why use this technique?

• Deeper engagement with customers/players• Positive brand experience• Buzz

In Conclusion

• New way to play games• Introduce players to local businesses• Brand improvement for local businesses

For more information:http://argn.com - ARGNethttp://unfiction.com - Forums

warner@clearboxmedia.comhttp://thehumanmosaicproject.com (beta launch Q2 2010)