Watching TV and using mobile devices simultaneously is now second nature to consumers around the globe and marketers are working diligently to capitalize on this behavior by creating companion apps (via mobile or desktop) or second-screen experiences to enhance the content people are watching.
But how can brands take these companion apps and experiences to the next level?
According to a study by Google, approximately 77% of TV viewers watch TV with another device on hand; 49% of the time it is a smartphone and 34% of the time it is a PC or laptop. As TV viewing habits continue to change, brands should be thinking of ways to create ways to leverage different platforms to enhance the overall storyline around their content to get people coming back for more.
HBO: Game of Thrones
If you haven’t gotten enough of Game of Thrones after the premiere last week, they have created a beta game called Game of Thrones: Ascent on Facebook. Players are able to create their own characters in Westeros and the goal is to rise to power and align with one of the major houses on the show. Unlike other social games, Game of Thrones: Ascent focuses and evolves on a storyline relating back to the show; the game features new quests and content the day following each episode that ties directly back to the storyline seen the night before.
HBO also updated their SmartGlass HBO GO app for Xbox in time for the season 3 premiere of the show. As the show starts, the app (accessed via iPad or Windows 8 tablet) will pull up an interactive map of Westeros and show the locations of all the main characters during the episode. From there, additional content — relevant to the episode you are watching — will pop up on your screen and you can access the content right from your tablet.
While the show won’t be streamed live within Xbox, it will be available for streaming right after the episode is aired. Fans are then encouraged to come back to watch the show again and check out the additional content.
SyFy: Defiance
SyFy and Trion Worlds has partnered together to launch a game and television series hybrid called Defiance. The game launched a couple of days ago for PC, Xbox 360 and Playstation 3 and the television series is debuting in mid-April. The companies are calling it a transmedia experience since the game and TV series were developed at the same time, and they are meant to supplement each other in real-time.
As viewers watch Defiance, events within the series will directly impact what is happening in the game and vice versa. It’s the first of a kind that we have seen and will definitely an interesting transmedia effort to check out in the next few weeks. See the trailer below:
Moving Forward
Transmedia marketing should be more than just offering the same content on different devices. Rather, brands should find ways to enhance their content or extend the storyline by using each platform. Allow consumers to experience content differently based on the platform they are using; this will create a multi-dimensional experience that contributes to a larger narrative — with each element adding richness and detail to the overall story.
*Ivy is the Specialist of Innovation & Emerging Media at Moxie. Ivy is often found accompanied by her canine sidekick, Junior. He can often be found growling at our IT Manager. Follow her on Twitter @ivyjchang
via Using Transmedia Storytelling to Build Brand Equity | Moxie Blog.
