If the essence of Integrated Marketing was “message consistency” across platforms, then in Transmedia Marketing they’re saying it will be all about “storytelling and conversation” which is supposed to need a whole new approach

But is it really so different, and if so, how do you do it, and above all, does it actually work? This panel is talking to an audience which is eager to learn whether those who’ve already been involved in transmedia projects know enough to be able to answer these questions.

The event in the video is a panel session called:

Your Life Will Be A Transmedia Experience (It Already Is)

It was held on October 7th 2010, as part of a series of events called FutureM Boston, which has it’s own website here.

Here’s how they describe FutureM:

“a terrific set of events, activities, conferences, and tweetups in and around Boston discussing the future of marketing. Many events are free.

Author’s comment

The underlying message here seems to me to be all about ‘you’re going to need to check this out for yourself ‘ rather than ‘we’ve got all the answers’.

The panel is really saying:

  • it’s not just a gimmick or a passing fad
  • it does have something in common with traditional integrated marketing but it is definitely not the same thing
  • we’ve tried it and it certainly does work
  • you will be able to do it and measure it

The video may not enlighten you a great deal in terms of how to either do it or even completely explain what’s different about transmedia, but the combination of the highly regarded track record of the speakers and their clearly conveyed conviction that this is both very different from traditional integrated marketing and yet very much connected to it, should make it clear that this subject is worth further investigation.

Required reading

I doesn’t look like there are any books with ‘transmedia marketing’ in their title, but there is a book called:

Cross-Media Communications: an Introduction to the Art of Creating Integrated Media Experiences

By Drew Davidson

An of course the classic work on the subject of Transmedia

Convergence Culture: Where Old and New Media Collide

By Henry Jenkins

FutureM showcases ideas, thinkers, universities, VC firms and companies focused on the future of Marketing with panels, summits, roundtables, user groups, virtual events, demos, and parties organized throughout greater Boston and all focused on what’s new and what’s next in Marketing.

Here’s a description of the transmedia session:

“Transmedia IS the future of marketing. From True Blood to Old Spice, from Mad Men to Knorr, brands using transmedia approaches have achieved some of the most culturally significant successes in recent years and this is an evolution in media and marketing that is only just beginning. In the 21st century narratives are no longer confined to one medium, they extend across multiple platforms, and intertwine the real world with the fictional. Transmedia may be the latest marketing buzzword but it’s a very simple concept – telling stories across multiple platforms.

Join us for a panel discussion delving into the latest cutting-edge transmedia applications and approaches, as well as the implications of transmedia experiences in our daily lives. You’ll walk away with a unique, new perspective on how to create not just a captivating multi-platform narrative, but what it takes to truly thrive in the future of marketing”


Jenka Gurfinkel
– Digital Strategist, socialcreature.com

Marta Kagan
– Managing Director, US at Espresso

Jan Libby – Experience Designer consultant at Wieden + Kennedy