What is a transmedia campaign? (+ examples)
In recent years, transmedia communication has emerged as a new way of telling stories.
A transmedia campaign is a campaign in which information about a brand is transmitted through different channels. But, unlike traditional campaigns, each channel is used to tell a part of the story by adapting the message and all of them complement each other to create a message. Another characteristic of this type of campaign is the interactivity with the public. It manages to connect with the client in a more direct, personal and emotional way, thus giving a positive turn to the brand, since the clients are integrated dynamically with it, in addition to helping the history of the company to transcend to a wide public.
A transmedia campaign is an excellent way to capture and retain the audience, as well as reinforce brand awareness. Through the interactivity of the audience seeks to tell a story. This character of proximity to the client is what makes this type of campaign the perfect ally in B2C marketing.
Different ways to run a transmedia campaign
As we have already mentioned previously, there are various means of communication to carry out this type of campaign, these can be:
- Video Games: You can make use of basic and hookable games, such as ludo, puzzle, etc. You can also create trivia, riddle, or puzzle games that are short-lived and fun.
- Actions in the street: You can create a mini advertisement on the street, that is, related to your industrial company and at the same time making use of the public road.
- Miniseries: It would be the continuation of the history of video games.
- Digi - novels: stories told that alternate in transmission, can be on paper or video clips.
- Infographics: they are a very dynamic format to add to your social networks.
Benefits of applying a transmedia campaign in your industrial company
Carrying out transmedia marketing campaigns is very effective, but do you really know what are the advantages and benefits that it can generate for you?
- The main advantage that it reflects on you is the way you connect with your customers and users, you make them the protagonists of your campaign and / or feel identified with it. Achieving sentimental ties that will make your customers have a more united loyalty to your industrial company.
- The communication that is generated is natural and transparent, they will be able to know part of the interior of the history of your company.
- Promote social networks by your users, benefiting your company.
- A viral brand and image.
- Improve SEO.
- Generate more traffic on your website and social networks.
- The opportunity to create and form interesting content for your target audience.
- Tell a story in different languages, media and supports.
3 examples of some effective transmedia campaigns
- Game of Thrones- 19 kingdoms
To launch the 4th season of Game of Thrones in Spain, Canal + mounted a transmedia game that consisted of Twitter battle, @ 19 Kingdoms to attack other Kingdoms or other families. The goal of the game was to work strategically with or against other users to build and improve the player’s profile for battles against the kingdoms.
To be able to tell this story, Canal + started the campaign with the spot “Apparition” and ended with the coronation of the winner in an event. The scope of this campaign was more than 11,000 page views per week, 5,000 players and 16,000 interactions in each battle.
2. Fanta- Asalvajados
The company wanted to launch a campaign that would reach the young. For this I create a gimcana through social networks and its web in which the participants could personlizar their can, create their own community and get meetings with Youtubers. To participate, players should follow the tracks through RRSS.
This campaign managed to increase the reputation of the brand and its affinity with its consumers. They managed to be trending topic on several occasions and created a unique experience for their target.
3. Intercore and Toshiba – The beauty inside
Intel and Toshiba wanted to connect with their customers with this campaign. It was a love story, hung on his web about Alex and Leah. The plot was that Alex wakes up every day in a different body and that makes it very difficult to fall in love. Through RRSS and interactive, all people could participate in the story and make Alex. On Alex’s official website you could follow the story with all sorts of content: images, episodes, making of, trailer…
This campaign was the winner of the first Cannes Lions award and the web-episodes were viral and reached 60 million views worldwide. In the final video 100 participants were included in the campaign.