Transmedia marketing : from film and tv to games and digital media - Zeiser, Anne. (Burlington, MA : Focal Press, 2015)
I. Introduction to transmedia marketing : Media makers = media marketers : Technology: the great equalizer ; A maker and marketer culture ; Be your project's CEO ; Transmedia marketing for impact -- Be transmedia : Roots and definition ; Bridging media making ; Transmedia storytelling ; Transmedia platforms -- Harness your inner marketer : Marketing is fun and scientific ; Good marketing looks easy ; Marketing 101 ; Who owns transmedia marketing? ; A marketing inspiration: Apple -- II. Marketing planning : The marketing plan : Why plan? ; Plans that work ; Elements of a sound marketing plan ; A sample plan: Martin Scorsese presents the blues -- Know your media project : What is it really? ; Situation analysis ; Seizing the opportunities ; Overcoming the challenges -- Research to win : Secondary and primary research ; Qualitative research ; Research in media and entertainment -- Audience, audience, audience : why audience rules ; Identifying and targeting your audiences ; Engaging and rewarding your audiences -- Goals and objectives : Goals: defining and examples ; Objectives: definition and examples ; Connecting goals to results -- III. The creative process : Branding : Brand discovery through archetypes ; Brand positioning and expressions ; The creative brief -- What's in a name? : The good title checklist ; The bad and the ugly ; Finding your title -- Visual and aural identity : Logos ; Graphics and art ; The graphic style guide ; Sound and music ; A rebrand: Masterpiece Theatre meets Masterpiece -- Positioning and messaging : Honing your message ; A story in a logline ; Developing taglines ; Pitch points ; Choosing spokespeople -- IV. Influencing the influencers: press and publicity : The project launch : Target audience strategy ; Timing ; The launch vehicle -- Media relations : Advertising vs. publicity ; Journalists vs. bloggers ; Entertainment publicity -- Press materials : Writing good press copy ; Press releases ; Press kits ; Photography and art ; Pitch letters -- Media events : Choosing talent ; Press conferences ; Media tours and press junkets ; All-purpose events ; Public speaking -- V. Influencing the influencers: a-list vehicles : Markets, trade events, and festivals : Markets and trade shows ; Festivals ; General festivals and events ; A Sundance Film Festival strategy: Martin Scorsese presents the blues -- Awards : The awards process ; Awards and for your consideration campaigns ; Entertainment marketing awards -- Strategic partners : The power of "us" ; Partnership criteria ; A partnership strategy: Martin Scorsese presents the blues -- VI. Reaching your public: visual expression : The art of art : Concept art and key art ; Posters and one-sheets ; Collateral -- The open and title sequence : Purpose and inspirations ; How to open -- Trailers, promos, and sizzlers : Trailers and teasers ; Sizzle reels -- VII. Reaching your public: advertising : The media plan : Media planning ; What's a GRP? ; Fishing where the fish are ; Entertainment media plans -- Advertising creative : Ads for the ages ; Twenty-first-century entertainment creative -- Advertising context : Physical context ; Native ads and brand integration ; Cultural context -- VIII. Reaching your public: digital and viral : Online and on-the-go marketing : Content creation and curation ; Web sites ; Blogs, pods, and vlogs ; Search engine optimization: SEO ; Online visuals and videos -- The social screen : Social storytellers and ambassadors ; Trending and viral ; Socializing real worlds ; Socializing fictional worlds -- Interactive content and marketing : Internal vs. external motivations ; Alternate reality games ; Interactive storytelling ; Gamification -- IX. Finding success : Media-fueled social impact : A greater purpose ; Transmedia social impact campaigns ; Lights, camera, social action -- Measuring outcomes : Goals meet impacts ; Metrics that matter ; Anecdotes that amplify ; An evaluation: Martin Scorsese presents the blues -- Transmedia marketing case studies : A.I. artificial intelligence's "The beast": participatory tribal audiences ; Mad men: branding the American dream ; Lizzie Bennet diaries: perspective storytelling ; Here comes Honey Boo Boo "Watch 'n' sniff" premiere event:socialized talent and content -- Market it! : The business of show business ; Pitch perfect ; Your transmedia future.ntific ; Good marketing looks easy ; Marketing 101 ; Who owns transmedia marketing? ; A marketing inspiration: Apple -- II. Marketing planning : The marketing plan : Why plan? ; Plans that work ; Elements of a sound marketing plan ; A sample plan: Martin Scorsese presents the blues -- Know your media project : What is it really? ; Situation analysis ; Seizing the opportunities ; Overcoming the challenges -- Research to win : Secondary and primary research ; Qualitative research ; Research in media and entertainment -- Audience, audience, audience : why audience rules ; Identifying and targeting your audiences ; Engaging and rewarding your audiences -- Goals and objectives : Goals: defining and examples ; Objectives: definition and examples ; Connecting goals to results -- III. The creative process : Branding : Brand discovery through archetypes ; Brand positioning and expressions ; The creative brief -- What's in a name? : The good title checklist ; The bad and the ugly ; Finding your title -- Visual and aural identity : Logos ; Graphics and art ; The graphic style guide ; Sound and music ; A rebrand: Masterpiece Theatre meets Masterpiece -- Positioning and messaging : Honing your message ; A story in a logline ; Developing taglines ; Pitch points ; Choosing spokespeople -- IV. Influencing the influencers: press and publicity : The project launch : Target audience strategy ; Timing ; The launch vehicle -- Media relations : Advertising vs. publicity ; Journalists vs. bloggers ; Entertainment publicity -- Press materials : Writing good press copy ; Press releases ; Press kits ; Photography and art ; Pitch letters -- Media events : Choosing talent ; Press conferences ; Media tours and press junkets ; All-purpose events ; Public speaking -- V. Influencing the influencers: a-list vehicles : Markets, trade events, and festivals : Markets and trade shows ; Festivals ; General festivals and events ; A Sundance Film Festival strategy: Martin Scorsese presents the blues -- Awards : The awards process ; Awards and for your consideration campaigns ; Entertainment marketing awards -- Strategic partners : The power of "us" ; Partnership criteria ; A partnership strategy: Martin Scorsese presents the blues -- VI. Reaching your public: visual expression : The art of art : Concept art and key art ; Posters and one-sheets ; Collateral -- The open and title sequence : Purpose and inspirations ; How to open -- Trailers, promos, and sizzlers : Trailers and teasers ; Sizzle reels -- VII. Reaching your public: advertising : The media plan : Media planning ; What's a GRP? ; Fishing where the fish are ; Entertainment media plans -- Advertising creative : Ads for the ages ; Twenty-first-century entertainment creative -- Advertising context : Physical context ; Native ads and brand integration ; Cultural context -- VIII. Reaching your public: digital and viral : Online and on-the-go marketing : Content creation and curation ; Web sites ; Blogs, pods, and vlogs ; Search engine optimization: SEO ; Online visuals and videos -- The social screen : Social storytellers and ambassadors ; Trending and viral ; Socializing real worlds ; Socializing fictional worlds -- Interactive content and marketing : Internal vs. external motivations ; Alternate reality games ; Interactive storytelling ; Gamification -- IX. Finding success : Media-fueled social impact : A greater purpose ; Transmedia social impact campaigns ; Lights, camera, social action -- Measuring outcomes : Goals meet impacts ; Metrics that matter ; Anecdotes that amplify ; An evaluation: Martin Scorsese presents the blues -- Transmedia
Includes index.
Keywords: Mass media -- Marketing; Digital media -- Marketing; Marketing -- Technological innovations