What is Transmedia Storytelling?

Transmedia storytelling is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies. MIT media studies professor Henry Jenkins used the term in a 2003 Technology Review article, “Transmedia Storytelling,” where he discussed that the coordinated use of storytelling across platforms can make the characters more compelling. The concept of Transmedia is being used successfuly today in entertainment, education and branding. See:

The idea that consumers access content on multiple platforms is natural and provides perfect framework for Branding as the goal is to enage consumers with our content. Author Margaret Looney discussed 5 tips for Transmedia Storytelling at

1) Keep Content Unique – Don’t repeat the same story on each platform. Use the platform’s strengths and extend the story in an interesting way. Think “layers.”

2) Provide a Seemless Point of Entry – Be sure that it’s easy for users to get into the story. Interface is key regardless of platform. Understand that users may access the story by different entry points.

3) Partner Up – Rely on media partners to add value to the brand story you want to tell. Transmedia projects require time and effort. Partners can share the work load.

4) Keep it Cost-Effective – Transmedia projects can include print, social and youtube video to keep costs down. Be creative. It’s the idea that counts.

5) The story is No. 1 – Technology makes transmedia storytelling possible, but it can also get in the way of the story. Focus on the brand message you want to tell and use the tools that make sense.