ABSTRACT
Transmedia Marketing: From Film and TV to Games and Digital Media skillfully guides media makers and media marketers through the rapidly changing world of entertainment and media marketing. Its groundbreaking transmedia approach integrates storytelling and marketing content creation across multiple media platforms – harnessing the power of audience to shape and promote your story.
Through success stories, full color examples of effective marketing techniques in action, and insight from top entertainment professionals, Transmedia Marketing covers the fundamentals of a sound 21st century marketing and content plan. You’ll master the strategy behind conducting research, identifying target audiences, setting goals, and branding your project. And, you’ll learn first-hand how to execute your plan’s publicity, events, advertising, trailers, digital and interactive content, and social media. Transmedia Marketing enlivens these concepts with:
- Hundreds of vibrant examples from across media platforms – The Hunger Games, Prometheus, The Dark Knight, Bachelorette, The Lord of the Rings, Despicable Me 2, Food, Inc., Breaking Bad, House of Cards, Downton Abbey, Game of Thrones, Top Chef, Pokémon, BioShock Infinite, Minecraft, Outlast, Titanfall, LEGO Marvel Super Heroes, Halo 4, Lonelygirl15, Annoying Orange
- Real-world advice from 45 leading industry writers, directors, producers, composers, distributors, marketers, publicists, critics, journalists, attorneys, and executives from markets, festivals, awards, and guilds
- Powerful in-depth case studies showcasing successful approaches – A.I. Artificial Intelligence, Mad Men, Lizzie Bennet Diaries, Here Comes Honey Boo Boo, and Martin Scorsese Presents the Blues
- Extensive Web content at www.transmediamarketing.com featuring a primer on transmedia platforms – film, broadcast, print, games, digital media, and experiential media; expanded case studies; sample marketing plans and materials; and exclusive interviews
With Transmedia Marketing, you’ll be fully versed in the art of marketing film, TV, games, and digital media and primed to write and achieve the winning plan for your next media project.
TABLE OF CONTENTS
part |42 pages
Introduction to Transmedia Marketing
chapter |14 pages
Media Makers = Media Marketers
chapter |15 pages
Be Transmedia
chapter |11 pages
Harness Your Inner Marketer
part |50 pages
Marketing Planning
chapter |15 pages
The Marketing Plan
chapter |8 pages
Know Your Media Project
chapter |8 pages
Research to Win
chapter |11 pages
Audience, Audience, Audience
chapter |6 pages
Goals and Objectives
part |56 pages
The Creative Process
chapter |19 pages
Branding
chapter |10 pages
What's in a Name?
chapter |13 pages
Visual and Aural Identity
chapter |12 pages
Positioning and Messaging
part |50 pages
Influence the Influencers
chapter |11 pages
The Project Launch
chapter |12 pages
Media Relations
chapter |16 pages
Press Materials
chapter |9 pages
Media Events
part |39 pages
Influence the Influencers
chapter |15 pages
Markets, Trade Events, and Festivals
chapter |13 pages
Awards
chapter |9 pages
Strategic Partners
part |35 pages
Reaching Your Public
chapter |14 pages
The Art of Art
chapter |9 pages
The Open and Title Sequence
chapter |10 pages
Trailers, Promos, and Sizzlers
part |38 pages
Reaching Your Public
chapter |10 pages
The Media Plan
chapter |17 pages
Advertising Creative
chapter |9 pages
Advertising Context
part |38 pages
Reaching Your Public
chapter |13 pages
Online and On-the-go Marketing
chapter |13 pages
The Social Screen
chapter |10 pages
Interactive Content and Marketing
part |79 pages
Finding Success