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A Creator's Guide to Transmedia Storytelling: How to Captivate and Engage Audiences across Multiple Platforms
The First How-To Strategy Guide to Transmedia Storytelling
"Phillips's book is a powerful tool for anyone who wants to make a career for him- or herself within the world of transmedia. Through her guidance, the reader is able to understand the fundamentals of transmedia and the power it can have when used with a compelling and strong story."
--David Gale, Executive Vice President, MTV Cross Media
"Transmedia storytelling is a bold and exciting new arena for creativity and innovation. . . . Andrea Phillips provides a compelling, thoughtful, and clear guide to a next generation of creators in this medium. She demystifies the process and proves that you, too, can push the envelope and be part of the future of storytelling."
--Michelle Satter, Founding Director, Sundance Institute Feature Film Program
"An excellent and fair-minded primer and survey of the underpinnings and fast-evolving techniques behind multiplatform narrative. Andrea Phillips is one of a small handful of writers capable of both practicing and clearly conveying the principles of transmedia storytelling. Highly recommended!"
--Jeff Gomez, CEO, Starlight Runner Entertainment
"A no-nonsense guide for the fun-filled and strangely awesome world of transmedia storytelling."
--C. C. Chapman, coauthor of Content Rules and Amazing Things Will Happen
Includes Q&A sessions with the world's leading experts in transmedia storytelling
About the
What is transmedia storytelling and what can it do for you?
It's the buzzword for a new generation--a revolutionary technique for telling stories across multiple media platforms and formats--and it's rapidly becoming the go-to strategy for a wide variety of businesses. If you work in marketing, entertaining, or advertising, transmedia storytelling is a must-have tool for pulling people into your world.
Why do you need A Creator's Guide to Transmedia Storytelling?
If you want to attract, engage, and captivate your audience, you need this book. Written by an award-winning transmedia creator and renowned games designer, this book shows you how to utilize the same marketing tools used by heavy-hitters such as HBO, Disney, Ford, and Sony Pictures--at a fraction of the cost.
You'll learn how
Choose the right platforms for your story Decide whether to DIY or outsource work Find and keep a strong core production team Make your audience a character in your story Get the funding you need--and even make a profit Forge your own successful transmedia career
With these proven media-ready strategies, you'll learn how to generate must-read content, must-see videos, and must-visit websites that will only grow bigger as viewers respond, contribute, and spread the word. You'll create major buzz with structures such as alternate reality games and fictional character sites--or even "old-fashioned" platforms such as email and phone calls. The more you connect to your audience and the more you get them involved in the storytelling process, the more successful you will be.
This isn't the future. This is now. This is how you tell your story, touch your audience, and take your game to the next level--through transmedia storytelling.
"Phillips's book is a powerful tool for anyone who wants to make a career for him- or herself within the world of transmedia. Through her guidance, the reader is able to understand the fundamentals of transmedia and the power it can have when used with a compelling and strong story."
--David Gale, Executive Vice President, MTV Cross Media
"Transmedia storytelling is a bold and exciting new arena for creativity and innovation. . . . Andrea Phillips provides a compelling, thoughtful, and clear guide to a next generation of creators in this medium. She demystifies the process and proves that you, too, can push the envelope and be part of the future of storytelling."
--Michelle Satter, Founding Director, Sundance Institute Feature Film Program
"An excellent and fair-minded primer and survey of the underpinnings and fast-evolving techniques behind multiplatform narrative. Andrea Phillips is one of a small handful of writers capable of both practicing and clearly conveying the principles of transmedia storytelling. Highly recommended!"
--Jeff Gomez, CEO, Starlight Runner Entertainment
"A no-nonsense guide for the fun-filled and strangely awesome world of transmedia storytelling."
--C. C. Chapman, coauthor of Content Rules and Amazing Things Will Happen
Includes Q&A sessions with the world's leading experts in transmedia storytelling
About the
What is transmedia storytelling and what can it do for you?
It's the buzzword for a new generation--a revolutionary technique for telling stories across multiple media platforms and formats--and it's rapidly becoming the go-to strategy for a wide variety of businesses. If you work in marketing, entertaining, or advertising, transmedia storytelling is a must-have tool for pulling people into your world.
Why do you need A Creator's Guide to Transmedia Storytelling?
If you want to attract, engage, and captivate your audience, you need this book. Written by an award-winning transmedia creator and renowned games designer, this book shows you how to utilize the same marketing tools used by heavy-hitters such as HBO, Disney, Ford, and Sony Pictures--at a fraction of the cost.
You'll learn how
Choose the right platforms for your story Decide whether to DIY or outsource work Find and keep a strong core production team Make your audience a character in your story Get the funding you need--and even make a profit Forge your own successful transmedia career
With these proven media-ready strategies, you'll learn how to generate must-read content, must-see videos, and must-visit websites that will only grow bigger as viewers respond, contribute, and spread the word. You'll create major buzz with structures such as alternate reality games and fictional character sites--or even "old-fashioned" platforms such as email and phone calls. The more you connect to your audience and the more you get them involved in the storytelling process, the more successful you will be.
This isn't the future. This is now. This is how you tell your story, touch your audience, and take your game to the next level--through transmedia storytelling.
289 pages, Kindle Edition
First published April 13, 2012
32 people are currently reading
251 people want to read
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Displaying 1 - 18 of 18 reviews
December 10, 2016
Easy to read but like most of the books written from a working professional rather than an academic, it becomes too wordy and goes all over the place. It could have been more concise.
The interviews, for example, add very little. They could have been summarized in a few words or paragraphs.
The interviews, for example, add very little. They could have been summarized in a few words or paragraphs.
July 19, 2013
This is the second "how-to" book that I've reviewed on the topic of Transmedia Storytelling. The Guide by Andrea Phillips is a pragmatic journal of all the creative possibilities -- and a welcomed addition to the body of practitioner knowledge and associated lessons learned.
Ms. Phillips describes her own experiences as a game designer and includes numerous insightful Q&A sidebars with contributions from her accomplished peer group -- they're primarily transmedia practitioners within the American entertainment industry.
The book is divided into five sections -- each one offering practical ideas and suggestions for transmedia storytelling novices, plus some creative examples of techniques that an experienced practitioner would appreciate.
She describes some of the lasting wisdom of early transmedia storytelling projects by the pioneers -- such as The Blair Witch Project. She also features the key take-away points from more recent examples of commercial transmedia case studies -- again, primarily from within the entertainment industry.
Ms. Phillips says that "...the long-term benefits of transmedia marketing are not in drawing in a completely new audience, but in hooking a peripheral audience more deeply and keeping it around longer. It's [about] the magic word: engagement." Indeed, the ongoing quest for capturing audience attention is a theme that she revisits throughout the book.
One of her very interesting revelations was a reference to the apparent geographic preferences. Such as "...South American audiences seem very enthusiastic about engaging in role-playing; [North] American audiences enjoy competitive elements and puzzle solving; and European audiences tend to be the most enthusiastic about attending live events."
Perhaps Ms. Phillips most helpful advice to beginners is this -- "If you have no applicable background, then your first step has to be making something - a series of websites, some light video, a puzzle trail, an interactive toy; the concept doesn't matter so much as the tangible proof that you can come up with a concept and see it through to execution."
In summary, I'll gladly recommend this useful body of work to anyone who would like to explore the possibilities of transmedia storytelling -- kudos to Andrea Phillips for bringing us one step closer to reaching the mainstream tipping point.
That being said, I'm waiting for an author to address the uncharted territory of non-fiction related commercial transmedia content development. Documentaries are a genre worthy of further exploration. To date, it remains the key area of our craft that would benefit from some equally instructive guidance.
Ms. Phillips describes her own experiences as a game designer and includes numerous insightful Q&A sidebars with contributions from her accomplished peer group -- they're primarily transmedia practitioners within the American entertainment industry.
The book is divided into five sections -- each one offering practical ideas and suggestions for transmedia storytelling novices, plus some creative examples of techniques that an experienced practitioner would appreciate.
She describes some of the lasting wisdom of early transmedia storytelling projects by the pioneers -- such as The Blair Witch Project. She also features the key take-away points from more recent examples of commercial transmedia case studies -- again, primarily from within the entertainment industry.
Ms. Phillips says that "...the long-term benefits of transmedia marketing are not in drawing in a completely new audience, but in hooking a peripheral audience more deeply and keeping it around longer. It's [about] the magic word: engagement." Indeed, the ongoing quest for capturing audience attention is a theme that she revisits throughout the book.
One of her very interesting revelations was a reference to the apparent geographic preferences. Such as "...South American audiences seem very enthusiastic about engaging in role-playing; [North] American audiences enjoy competitive elements and puzzle solving; and European audiences tend to be the most enthusiastic about attending live events."
Perhaps Ms. Phillips most helpful advice to beginners is this -- "If you have no applicable background, then your first step has to be making something - a series of websites, some light video, a puzzle trail, an interactive toy; the concept doesn't matter so much as the tangible proof that you can come up with a concept and see it through to execution."
In summary, I'll gladly recommend this useful body of work to anyone who would like to explore the possibilities of transmedia storytelling -- kudos to Andrea Phillips for bringing us one step closer to reaching the mainstream tipping point.
That being said, I'm waiting for an author to address the uncharted territory of non-fiction related commercial transmedia content development. Documentaries are a genre worthy of further exploration. To date, it remains the key area of our craft that would benefit from some equally instructive guidance.
February 12, 2013
For anyone interested in transmedia storytelling, this is an outstanding primer that covers most of the big issues. Phillips discusses issues ranging from how to construct a narrative that operates mostly in a single medium, with transmedia elements providing depth, to constructing a narrative meant to work with key pieces of the story scattered across different communications channels. She discusses the pitfalls and benefits of both approaches, without taking sides. She doesn't shy away from an honest discussion of the problems inherent in transmedia. For example, there is the ever present problem of funding a project. As a comparatively new approach to storytelling, well funded projects tend to be those put on by big companies in support of some kind of product, be it a car or a film. While larger budgets give more room to play, the projects are limited by the product being promoted. Independent projects, on the other hand, can go anywhere the storytellers want to go, but only to the limits of the budget, which can curtail scope.
Mainstream versus independent project also have different, but very real, logistical problems. When working as an individual/small team, all parties probably have a sense of the big picture, but the time they can put in may be limited based on work schedules. A mainstream effort may involving multiple teams working on the project daily, but the individuals in those teams may be working with incomplete information that leads to to tonal or aesthetic inconsistencies, or even narrative contradictions.
The book includes a number of short interviews with creators currently working in the transmedia trenches about how they got into transmedia, where they see the field moving, and why they find it valuable.
Perhaps the single biggest benefit of A Creator's Guide, however, is that it provides a kind of snapshot of the admittedly fuzzy boundaries of transmedia creation. Phillips offers a look at what communication channels transmedia creators commonly employ, at present, along with advice about using those channels, without ever implying that these channels and approaches represent fixed rules about developing a transmedia project.
Whether you have only an academic interest in understanding transmedia storytelling or you're looking for practical advice, this book is well worth the read.
Mainstream versus independent project also have different, but very real, logistical problems. When working as an individual/small team, all parties probably have a sense of the big picture, but the time they can put in may be limited based on work schedules. A mainstream effort may involving multiple teams working on the project daily, but the individuals in those teams may be working with incomplete information that leads to to tonal or aesthetic inconsistencies, or even narrative contradictions.
The book includes a number of short interviews with creators currently working in the transmedia trenches about how they got into transmedia, where they see the field moving, and why they find it valuable.
Perhaps the single biggest benefit of A Creator's Guide, however, is that it provides a kind of snapshot of the admittedly fuzzy boundaries of transmedia creation. Phillips offers a look at what communication channels transmedia creators commonly employ, at present, along with advice about using those channels, without ever implying that these channels and approaches represent fixed rules about developing a transmedia project.
Whether you have only an academic interest in understanding transmedia storytelling or you're looking for practical advice, this book is well worth the read.
February 4, 2017
Amazing guide to transmedia! Phillips talks about everything from the bare basics of what transmedia is to how to make a career as a transmedia storyteller. I will admit, before reading this I had never even heard of transmedia. Even after Is tarted this book I considered it a sales gimmick, advertising, but it's so much more. It's a new form of art.
September 24, 2018
I read this book for one of my Grad school classes, and I enjoyed it!
Transmedia storytelling is a fascination of mine and a realm I'd like to one day explore. As I will have to create one for my class as a final project, this is the perfect launching pad for brainstorming and initiating ideas.
Transmedia storytelling is a fascination of mine and a realm I'd like to one day explore. As I will have to create one for my class as a final project, this is the perfect launching pad for brainstorming and initiating ideas.
April 14, 2018
Helpful and interesting, with tons of insights into transmedia composition ... read the last chapter ...
April 24, 2020
This is an excellent introduction to the title topic. Andrea Phillips does an outstanding job of blending practical advice, anecdotes and interviews with professionals of several stripes. Mind, there’s no “for dummies” here. This isn’t a mash of bullet points. If you’re going to learn from this book, you’re actually going to have to read it. But then if you aren’t willing to read, why would you bother pursuing this subject to begin with?
December 20, 2019
Still an insightful and easy read (also inspiring), even though I’m reading it 7 years after it was published and therefore some things are already outdated, my fault not Andrea Phillips, obviously. ;)
March 26, 2020
Great reference for Transmedia Storytellers!
August 18, 2012
For someone who likes to write stories, this is an interesting read. It made me look at my own projects in a different light. I have recorded audio versions of several of my stories which can be found on Flashtold, my flash fiction blog. So in a way, I guess I've been migrating toward a transmedia way of telling a story.
But true transmedia storytelling is so much bigger than that. I picked up a copy of "Cathy's Book", which was mentioned in this book, just to see how it was put together. A review of that should be up soon.
I found the first three sections; Introduction to Transmedia, Storytelling, and Structure of more interest to me. The last two; Production and The Big Picture are geared more to someone getting into the field as a production or project manager.
Transmedia storytelling is a way of spreading out the story over multiple platforms. Either by splintering it, or by adding to it. For instance: a writer could tell a story with words; and then a game can be developed; or there might be a website of information, character bios, short linking stories; or there might be a Facebook page or YouTube video...you get the idea. I think Cathy's Book has phone number the reader can call!
The audience gets a more immersive experience. They get to hang out in the story you've created a little longer.
This is a great reference for someone interested in the transmedia experience. It stirs the imagination.
But true transmedia storytelling is so much bigger than that. I picked up a copy of "Cathy's Book", which was mentioned in this book, just to see how it was put together. A review of that should be up soon.
I found the first three sections; Introduction to Transmedia, Storytelling, and Structure of more interest to me. The last two; Production and The Big Picture are geared more to someone getting into the field as a production or project manager.
Transmedia storytelling is a way of spreading out the story over multiple platforms. Either by splintering it, or by adding to it. For instance: a writer could tell a story with words; and then a game can be developed; or there might be a website of information, character bios, short linking stories; or there might be a Facebook page or YouTube video...you get the idea. I think Cathy's Book has phone number the reader can call!
The audience gets a more immersive experience. They get to hang out in the story you've created a little longer.
This is a great reference for someone interested in the transmedia experience. It stirs the imagination.
April 14, 2014
An introduction to transmedia storytelling, and a high-level how-to for people interested in breaking into the (likely to grow) field. Phillips opens with the basics of storytelling and then applies them to transmedia projects. She discusses how projects should be structured, including the importance of interactivity, how to handle production and management of such an endeavor, including how and when to use various media options, and then closes with the more practical aspects, like funding, profiting, and finding jobs in the field. Interspersed are short interviews with big name transmedia storytellers and creators.
The information about best practices in the field was helpful to me, as I read this to inform my work on a visual-heavy communications and branding plan that I created for my Master's capstone project. While the vast majority of the examples included were large well-budgeted projects, I was able to translate well enough to my own case (virtually no budget) and pick and choose the advice that was most helpful to me. Overall, a great book, especially for someone who is deep in any sort of storytelling field and wants to expand their approach and take advantage of multiple media. I don't think its shelf life will be very long though.
Themes: business, communication, storytelling, internet age
The information about best practices in the field was helpful to me, as I read this to inform my work on a visual-heavy communications and branding plan that I created for my Master's capstone project. While the vast majority of the examples included were large well-budgeted projects, I was able to translate well enough to my own case (virtually no budget) and pick and choose the advice that was most helpful to me. Overall, a great book, especially for someone who is deep in any sort of storytelling field and wants to expand their approach and take advantage of multiple media. I don't think its shelf life will be very long though.
Themes: business, communication, storytelling, internet age
August 29, 2015
For me, this book was a breath of fresh air. Lately I have been reading a lot of academic works by specialists in media texts. Those authors are very intelligent, highly educated, and honestly fascinating. Even so, it was really cool for me to take a step back from the media scholars and read a book by someone who was actually making stuff. Andrea Phillips has real experience crafting and producing transmedia narratives, and that makes her perspective invaluable to someone interested in the field.
This book was an easy and informative read, giving the reader a high level overview of everything from telling a story to using social media appropriately to making an ethical production. Some of my favorite aspects of the book were the brief Q&As included at the the end of many chapters. Phillips has many contacts with a lot of experience in transmedia storytelling, and their varied perspectives were a very intriguing read.
I would definitely recommend this book, and I probably will even buy my own copy for future reference.
This book was an easy and informative read, giving the reader a high level overview of everything from telling a story to using social media appropriately to making an ethical production. Some of my favorite aspects of the book were the brief Q&As included at the the end of many chapters. Phillips has many contacts with a lot of experience in transmedia storytelling, and their varied perspectives were a very intriguing read.
I would definitely recommend this book, and I probably will even buy my own copy for future reference.
June 26, 2013
I approached this book as a person with little knowledge or experience in transmedia content. I was looking for the basics, really, focusing on storytelling and taking advantage of the different ways a story could be told, using different media and interactive elements. "A Creator's Guide" does a good job describing the basics of stretching or dividing storytelling between two or more medias. It also covers the business aspects of this market. There are plenty of examples mentioned, but without giving direct links -- these would have made browsing the examples a bit easier. I got from this book that the transmedia professional is a cross between an artist and an event planner -- sounds like it could be quite a complex job. This seems to be a good practical primer, but I expect there are many additional lessons that could be taught.
November 19, 2013
This book was interesting for the absolute beginner learning about transmedia. Phillips lists a ton of transmedia creators and projects. What I would have liked more of is case studies - if she could have walked us through specific projects and how they worked that would have been very instructive, versus just mentioning them and saying what worked in them and what didn't.
Finally, she touches and script writing and filmmaking which seems like the wrong place to even mention it since she only goes into how to do them for a few pages apiece. I thought this was unnecessary and felt like it was just filling up pages.
But all in all it was a really great introduction to the form.
Finally, she touches and script writing and filmmaking which seems like the wrong place to even mention it since she only goes into how to do them for a few pages apiece. I thought this was unnecessary and felt like it was just filling up pages.
But all in all it was a really great introduction to the form.
January 23, 2014
I wrote a whole long explanation for the 2 stars. And then my browser hiccuped and the copy was all lost.
Not retyping it out (as I spent an hour crafting a thoughtful review and I just do not have the energy to do so again), but I'd be happy to explain why, as an instructor of digital media storytelling and a producer of interactive content, I didn't like this book.
It had some good tidbits of insights, but as a fluid package I feel it goes too surface-level over some important issues in development and production planning.
Not retyping it out (as I spent an hour crafting a thoughtful review and I just do not have the energy to do so again), but I'd be happy to explain why, as an instructor of digital media storytelling and a producer of interactive content, I didn't like this book.
It had some good tidbits of insights, but as a fluid package I feel it goes too surface-level over some important issues in development and production planning.
March 27, 2015
Had to read this for school, and I was impressed. I had no transmedia experience before, and after one project, I can see the appeal.
Andrea Phillips goes into a lot of detail about Transmedia Storytelling and uses a ton of examples. This is basically a "How to create Transmedia Stories" done right! I'll be keeping it on my shelf for reference later.
My only fault is that it doesn't seem to go into the weeds details that would help a n00b like myself create a transmedia story on various platforms. It mentions the various platforms, but not really in detail. Other than that, great job!
Andrea Phillips goes into a lot of detail about Transmedia Storytelling and uses a ton of examples. This is basically a "How to create Transmedia Stories" done right! I'll be keeping it on my shelf for reference later.
My only fault is that it doesn't seem to go into the weeds details that would help a n00b like myself create a transmedia story on various platforms. It mentions the various platforms, but not really in detail. Other than that, great job!
September 22, 2014
Read for independent study on transmedia fiction. Very accessible in language and concepts. Good reference to examples, but this content will necessarily become dated as time passes and as new technology emerges.
August 29, 2019
This was a book read for one of my college courses and was certainly enlightening on the different types of storytelling there are in the world today with all of the media platforms we have at our fingertips. This is a great book for any author to have in their arsenal.
Displaying 1 - 18 of 18 reviews