Now Room116 have hooked up with Faris and picked his brain on exactly what this transmedia planning lark is all about:

“In this [transmedia] model, there would be an evolving non-linear brand narrative. Different channels could be used to communicate different, self-contained elements of the brand narrative that build to create an larger brand world. Consumers then pull different parts of the story together themselves.

“Since there would be more elements to the narrative than any single person could consume, people come together to share elements of the narrative – driving word of mouth and creating communities.”

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