Transmedia marketing is an evolution in the field of brand storytelling. Much of what is known today as content marketing is adding increasing amounts of information to the web – much of which will remain unread and invisible.
Transmedia marketing makes use of an overall brand storyline and transports it in various forms into the consumers life via a combination of different media platforms. The brand does not tell its story – rather it is a collaboration between the brand facilitating the story and the consumer making the story real for them. When the story is shared it develops into what is known as social currency.
Essentially this is a move away from traditional brand storytelling towards a form of brand storymaking – which is participatory in nature. It adds to the conversations that are already in existence. This enables the brand to become immersed in the consumers daily life and environment.