According to Henry Jenkins, director of the MIT Comparative Media Studies Program, transmedia storytelling is "a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story."
Marketers from a diverse array of industries, including entertainment and automobiles have launched successful and influential transmedia marketing campaigns. However, those unfamiliar with this storytelling technique may wonder what all the fuss is about. Click the links below to read a range of blog posts, articles and books focusing on the art and science of transmedia storytelling.
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In 2003, the marketing campaign launched for the film The Matrix Reloaded became one of the earliest and most successful examples of a large-scale transmedia effort. In this article, we focus on the benefits and challenges associated with transmedia storytelling in health marketing and other industries.
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