Transmedia Storytelling: Content Innovation Case Studies of Success Business and Civil Society

Abstract

Transmedia storytelling is a media innovation. It is resulting from the influence and impact of new media technology. Currently, it affects the media landscape that makes the media producer apply the transmedia storytelling approach to develop their content to meet the audiences at this moment. Furthermore, it can expand the audience group to be more extensive. The essential concept of Transmedia storytelling is the story engagement with the audience as much as possible. Extending the story widely and systematically similarly to a jigsaw puzzle to fully expand the image or perception of the audience under that story world. Now media organizations use transmedia storytelling methods to expand the empire of stories through various online and offline media. The cases that have occurred both in Thai and abroad are as follows. 1) Star Wars the film that can expand the story in the nove, cartoons, animation, games, and TV. 2) The Lego, The toy company can use transmedia storytelling, reducing the popularity crisis of wasps toys. By successfully brand storytelling. 3) Diagnosis, the column in New York Times Online magazine. It has been extended to the documentary series on Netflix. 4) Diary Tootsie, it began with writing diaries "Tootsie notes" on facebook and has received attention to be extended to the story in other media and is highly popular. 5) Channel 4, that uses transmedia communication on public issues about dumping small-sized fish that are useless back into the sea. The documentary "Hugh's Fish Fight" affects the environment and the sea ecosystem. And 6) The campaign against Mae Wong Dam, by Seub Nakhasathien Foundation. The objective is to create participation in the agenda of the construction of the Mae Wong Dam, Mae Wong District, Nakhon Sawan Province, with the public.