Even though this blog is all about the art, I couldn't resist to overview the current cultural/commercial/marketing trend called 'transmedia storytelling'. Prometheus is one of the most significant examples of transmedia which illustrates how different media can be used to engage with the audiences.
Definition: Transmedia is a multiplatform storytelling technique which enhances audience‘s interaction as well as participation by presenting different parts of the plot through several types of media. It developed the new participatory culture because any audience could entry certain points of the plot and fans’ interaction became visible (Jenkins, 2008). Moreover, information started to be not only consumed but also engaged with facing fans’ evolvement from ‘viewers’ to ‘viewsers’ (Sasaki, 2012). However, Carlton (2012) states that transmedia campaigns are being pushy and intrusive especially because of the urged consumers’ participation.
Prometheus
This franchise greatly accompanies the definition of transmedia storytelling because it heavily involved the audience and developed the story through several platforms such as short videos, film, online game, commercial advertisements, websites and social media.
‘Prometheus’ campaign started by a viral video called ‘TED talk 2023’ where the owner of Weyland’s corporation presents an idea about the androids during the TED (Technology, Entertainment and Design) conference. Here is a full video: www.youtube.com/watch?v=nMp8DN8UwiQ. ‘TED talk 2013′ also leads to www.Weylandindustries.com website where a visitor can read more information on the company and become one of its investors. At the annual comic book, science fiction and motion picture convention called WonderCon Weyland employees handed out their business cards. After a call to the listed phone number, fans received texts with a second viral video about the newest company’s android called David 8. This video and some commercial advertisements on other products were also shown on TV for Verizon FiOS customers and at www.Mashable.com which was dedicated to report news on digital innovations. When fans unlocked all information about the David 8 and other company’s products the Weyland company’s mission called ‘Prometheus’ was finally revealed. Moreover, ‘Prometheus’ offered vacancies for which applicants could be assessed by successfully completing an online game. Some information on this job opportunity was announced on a website for professionals called www.LinkedIn.com. The third viral video presented Dr. Shaw’s ‘Project Genesis’ where she asked for a help researching it. Fans had to search for artefacts that would help discovering the Engineer’s planet by unlocking hints. Person who unlocks the messages is listed on the website. The film release revealed a lot more plot although not the complete story because the www.Whatis101112.com raise more questions about the ‘Prometheus’ experience which is far away from a closure.
This transmedia project provided a huge interaction with the audience which had to look for the clues, join the company or its ‘Project Genesis’ and ‘Prometheus’ as well as use Twitter, Facebook, LinkedIn, text messaging, read ‘Mashable’ and watch commercials of David 8 on TV. None of the actions were challenging for the audience although product ads or LinkedIn mails about vacancies might blur the line between the reality and imagination. Campaign’s use of transmedia storytelling and audience’s engagement could be the reason why ‘Prometheus’ was recognised as UK Online Campaign of the Year. Moreover, transmedia storytelling and digital tools caused that the target audience consists of not only the science fiction fans but also any 15-45 year old males and females (Substance, 2012).
The futuristic design of the website, film, game, videos and pictures greatly relates to ‘Prometheus’ content. Modern and digitalised style using transparent business cards, cold and calm colours’ palette, sans-serif type fonts, HTML 5 and even military clothing is expected to be used for a story about the future’s inventions and a change of life. Therefore, ‘Prometheus’ created well-developed story and enhanced it by innovative design.
Prometheus transmedia campaign:
http://vimeo.com/52252122
Prometheus official film trailer:
http://www.youtube.com/watch?v=sftuxbvGwiU
References:
Carlton M (2012) ‘Insight: Media Storytelling – Transmedia tales build consumer relations’. Campaign Asia-Pacific. May p. 24 [Online] Available from: http://encore.city.ac.uk:50080/ebsco-web/ehost/detail?sid=ab090a52-4d99-4461-8929-785965cd02e0%40sessionmgr112&vid=1&hid=108&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=76163495 [Accessed: 29 November 2012]
Jenkins, H (2008) Convergence Culture: Where Old and New Media Collide. New York University Press: New York
Sasaki, D M (2012) Transmedia Storytelling and ‘Lost’ Path to Success. University of Jyväskylä: Jyväskylä
Substance (2012) ‘Prometheus – UK Theatrical Campaign’. Substance.com. [Online] Available from: http://www.
substance001.com/prometheus-uk-theatrical-campaign
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