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The First How-To Strategy Guide to Transmedia Storytelling
“Phillips’s book is a powerful tool for anyone who wants to make a career for him- or herself within the world of transmedia. Through her guidance, the reader is able to understand the fundamentals of transmedia and the power it can have when used with a compelling and strong story."
―David Gale, Executive Vice President, MTV Cross Media
“Transmedia storytelling is a bold and exciting new arena for creativity and innovation. . . . Andrea Phillips provides a compelling, thoughtful, and clear guide to a next generation of creators in this medium. She demystifies the process and proves that you, too, can push the envelope and be part of the future of storytelling.”
―Michelle Satter, Founding Director, Sundance Institute Feature Film Program
“An excellent and fair-minded primer and survey of the underpinnings and fast-evolving techniques behind multiplatform narrative. Andrea Phillips is one of a small handful of writers capable of both practicing and clearly conveying the principles of transmedia storytelling. Highly recommended!”
―Jeff Gomez, CEO, Starlight Runner Entertainment
“A no-nonsense guide for the fun-filled and strangely awesome world of transmedia storytelling.”
―C. C. Chapman, coauthor of Content Rules and Amazing Things Will Happen
Includes Q&A sessions with the world’s leading experts in transmedia storytelling
About the Book:
What is transmedia storytelling and what can it do for you?
It’s the buzzword for a new generation―a revolutionary technique for telling stories across multiple media platforms and formats―and it’s rapidly becoming the go-to strategy for a wide variety of businesses. If you work in marketing, entertaining, or advertising, transmedia storytelling is a must-have tool for pulling people into your world.
Why do you need A Creator’s Guide to Transmedia Storytelling?
If you want to attract, engage, and captivate your audience, you need this book. Written by an award-winning transmedia creator and renowned games designer, this book shows you how to utilize the same marketing tools used by heavy-hitters such as HBO, Disney, Ford, and Sony Pictures―at a fraction of the cost.
You’ll learn how to:
- Choose the right platforms for your story
- Decide whether to DIY or outsource work
- Find and keep a strong core production team
- Make your audience a character in your story
- Get the funding you need―and even make a profit
- Forge your own successful transmedia career
With these proven media-ready strategies, you’ll learn how to generate must-read content, must-see videos, and must-visit websites that will only grow bigger as viewers respond, contribute, and spread the word. You’ll create major buzz with structures such as alternate reality games and fictional character sites―or even “old-fashioned” platforms such as email and phone calls. The more you connect to your audience and the more you get them involved in the storytelling process, the more successful you will be.
This isn’t the future. This is now. This is how you tell your story, touch your audience, and take your game to the next level―through transmedia storytelling.
- Sales Rank: #263407 in Books
- Brand: Phillips, Andrea
- Published on: 2012-06-21
- Original language: English
- Number of items: 1
- Dimensions: 9.40" h x 1.00" w x 7.80" l, 1.55 pounds
- Binding: Hardcover
- 288 pages
- Used Book in Good Condition
About the Author
Andrea Phillips is a transmedia writer and game designer who has worked on award-winning projects for clients such as HBO, Sony Pictures, and Channel 4 Education, plus original projects like Perplex City, Thomas�Dolby's Floating City, and the nonprofit human rights game America 2049. Her indie work includes Balance of Powers and the forthcoming�Felicity. She cheats at Words with Friends.
Most helpful customer reviews
9 of 9 people found the following review helpful.
Exploring the Practice of Commercial Transmedia Storytelling
By David H. Deans
This is the second "how-to" book that I've reviewed on the topic of Transmedia Storytelling. The Guide by Andrea Phillips is a pragmatic journal of all the creative possibilities -- and a welcomed addition to the body of practitioner knowledge and associated lessons learned.
Ms. Phillips describes her own experiences as a game designer and includes numerous insightful Q&A sidebars with contributions from her accomplished peer group -- they're primarily transmedia practitioners within the American entertainment industry.
The book is divided into five sections -- each one offering practical ideas and suggestions for transmedia storytelling novices, plus some creative examples of techniques that an experienced practitioner would appreciate.
She describes some of the lasting wisdom of early transmedia storytelling projects by the pioneers -- such as The Blair Witch Project. She also features the key take-away points from more recent examples of commercial transmedia case studies -- again, primarily from within the entertainment industry.
Ms. Phillips says that "...the long-term benefits of transmedia marketing are not in drawing in a completely new audience, but in hooking a peripheral audience more deeply and keeping it around longer. It's [about] the magic word: engagement." Indeed, the ongoing quest for capturing audience attention is a theme that she revisits throughout the book.
One of her very interesting revelations was a reference to the apparent geographic preferences. Such as "...South American audiences seem very enthusiastic about engaging in role-playing; [North] American audiences enjoy competitive elements and puzzle solving; and European audiences tend to be the most enthusiastic about attending live events."
Perhaps Ms. Phillips most helpful advice to beginners is this -- "If you have no applicable background, then your first step has to be making something - a series of websites, some light video, a puzzle trail, an interactive toy; the concept doesn't matter so much as the tangible proof that you can come up with a concept and see it through to execution."
In summary, I'll gladly recommend this useful body of work to anyone who would like to explore the possibilities of transmedia storytelling -- kudos to Andrea Phillips for bringing us one step closer to reaching the mainstream tipping point.
That being said, I'm waiting for an author to address the uncharted territory of non-fiction related commercial transmedia content development. Documentaries are a genre worthy of further exploration. To date, it remains the key area of our craft that would benefit from some equally instructive guidance.
15 of 18 people found the following review helpful.
The Real Deal
By Braccia
Andrea Phillips' A CREATOR'S GUIDE TO TRANSMEDIA STORYTELLING is a must-read for active and aspiring creative professionals. There are few titles that provide true insight into the evolution of storytelling. Most contain overviews of press-friendly campaigns--peppered with specious or anecdotal evidence--and come across like "gee whiz" fanboy fodder.
This IS NOT that book. Phillips is a practitioner who has been in the trenches for years. Drawing from the sum of her experience, she's generated a practical, realistic and relatable guide for designing stories that engage and excite audiences. The best part is, the book isn't alienating to newcomers. By using either classic or easily searchable examples and interviewing successful fellow practitioners, she keeps her evidence concrete and insights out of the clouds. Transmedia storytelling isn't rocket science, but it is very easy to jump in and feel overwhelmed, confused and lost. Pick up this guide, get grounded and get to work.
2 of 3 people found the following review helpful.
Very good resource
By Samuel Graham
Very good resource for creators of all types, leans a little bit towards a particular type of transmedia that the writer is likely more familiar with however explains methodically the do's and dont's of any style. Most importantly covers logistical, organizational and budgetary considerations in creating transmedia narrative whilst always relating back to the story and the impact on audience, pointing out a huge lot of things that someone coming from story telling in just the one medium would never have even considered. Only criticism would be that there are a few contradictions/statements that make you wonder why that section was in there anyway. e.g. explains over the course of a page the narrative principle of 'chekov's gun' and how it's useful, however finishes saying it doesn't as much apply to transmedia as it does traditional narrative "And once you move into transmedia, you might be better off forgetting you ever heard Chekov's name at all"
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