Originality

In the digital age, advertising is seen everywhere in our daily life at train stations, shopping malls, escalators, airline motion sickness bags and even stamped on eggs.. Marketers try so hard to put ads at the common places that are easy to reach to the consumer. (Story, 2007) With that, “marketers are marketers are dealing with is an absolute sensory overload” as Story quoted Gretchen Hofmann, executive vice president of marketing and sales at Universal Orlando Resort. There is more and more advertising published every day and brands are struggling to connect with the consumer differently. ( Sanchez, 2017) Nowadays consumers’ viewing and reading habits are so scattershot and most of the ads did not leave an impression to the consumer. Subsequently, there is a new practice in advertising and marketing; namely Transmedia Marketing.

Transmedia will be a new marketing strategy for a brand because it has more interaction between consumers compared to the traditional brand storytelling. Traditional brand storytelling is like a one way street with the brand itself talking, but transmedia marketing can transform brands from a storyteller to story maker. (Carmody, 2016) The framework of this strategy allows crossing other platforms and will also expand to customer’s daily life, which is also the core concept of transmedia. In this era, the accelerating growth of mobile phones is also one of the important issues that help to increase the potential of transmedia storytelling marketing. Many brands and companies follow the trend to create interactivity via online social media platforms. In this is a way, brands are able to create awareness as well as to enhance the possibilities for impression of consumers towards ads.

To create successful Transmedia Marketing, engagement with consumers is the key point. In this transmedia project, interactivity plays an important role to create engagement. There are two videos in our web pilot series, where for the first one, the audience is able to watch but as for the second video, the audience will need to find clues from other platforms to gain access to the video. This will create curiosity in the audience and make them participate in this storytelling. According to Vanessa Van Edwards, writer at the Science of People (n.d.), a study published in Neuron magazine suggested that brain chemistry changes when people feel curious, and that makes people remember information. It is like a mental itch, people will find out the answer to stop it. Thus, the curiosity created here in brand storytelling can give an impression to the consumer about the brand.

Furthermore, there was a part that the audience can sign up and get a copy of Kylie’s journal. This will also create excitement for the audience because they can receive an actual product that they can participate in the storytelling. (Yilmaz, R., Erdem, M. and Resuloglu, F., 2019) This is a win-win situation for the consumer and also brands. The consumer can have excitement toward the story and this will make them enjoy more on the whole progress, and for the brands itself, they can gain awareness and also collect consumer data for further engagement, like a monthly newsletter. The newsletter is the best way to creatively engage with the consumer because it doesn’t need any cost, and it can track consumer behavior. (Email Marketing - SMTP services - Mailjet, 2018)

References
Story, L., 2007. Anywhere the Eye Can See, It’s Likely to See an Ad. The New York Times, [online]. Available at: <https://www.nytimes.com/2007/01/15/business/media/15everywhere.html> [Accessed 25 May 2020].

Sánchez, L., 2017. What Transmedia Storytelling Is and How to Apply It to Your Digital Campaigns. [online] Global Growth Agents. Available at: https://www.wearemarketing.com/blog/what-transmedia-storytelling-is-and-how-to-apply-it-to-your-digital-campaigns.html [Accessed 25 May 2020].

Carmody, B. (2016). Transmedia Marketing Is the Future of Brand Storytelling. [online] Inc.com. Available at: https://www.inc.com/bill-carmody/transmedia-marketing-is-the-future-of-brand-storytelling.html [Accessed 24 May 2020].

Edwards, V., n.d. What Is Curiosity? The Science Of Curiosity In Our Brains. [online] Science of People. Available at: <https://www.scienceofpeople.com/curiosity/> [Accessed 25 May 2020].

Email Marketing - SMTP services - Mailjet. (2018). 7 Tips for Creating More Engaging Newsletters. [online] Available at: https://www.mailjet.com/blog/news/7-tips-creating-engaging-newsletters/ [Accessed 26 May 2020].

Yilmaz, R., Erdem, M. and Resuloglu, F., 2019. Handbook of Research on Transmedia Storytelling and Narrative Strategies. 1st ed. IGI-Global.