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A Creator's Guide To Transmedia Storytelling: How to Captivate and Engage Audiences across Multiple Platforms by Andrea Phillips

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3 Transmedia Is More Than a Marketing Gimmick

It’s all well and good to address what transmedia is, but i’d also like to talk about something that transmedia is not. There is a misperception that transmedia storytelling is nothing but a marketing tool—a gimmick, even. This is an understandable mistake, but it’s a mistake all the same.

One of the early milestones of transmedia was a marketing campaign for the film A.I. The marketing campaign is now known as The Beast, and it spawned an online community called the Cloudmakers that over time evolved to become the modern alternate reality game community.

Cloudmaker and transmedia creator Jay Bushman has likened The Beast and its lasting influence to Birth of a Nation, a now-controversial film released ...

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