Transmedia Marketing

Transmedia Marketing: From Film and TV to Games and Digital Media skillfully guides media makers and media marketers through the rapidly changing world of entertainment and media marketing. Its groundbreaking transmedia approach integrates storytelling and marketing content creation across multiple media platforms - harnessing the power of audience to shape and promote your story. Through success stories, full color examples of effective marketing techniques in action, and insight from top entertainment professionals, Transmedia Marketing covers the fundamentals of a sound 21st century marketing and content plan. You'll master the strategy behind conducting research, identifying target audiences, setting goals, and branding your project. And, you'll learn first-hand how to execute your plan's publicity, events, advertising, trailers, digital and interactive content, and social media. Transmedia Marketing enlivens these concepts with: - Hundreds of vibrant examples from across media platforms - The Hunger Games, Prometheus, The Dark Knight, Bachelorette, The Lord of the Rings, Despicable Me 2, Food, Inc., Breaking Bad, House of Cards, Downton Abbey, Game of Thrones, Top Chef, Pokémon, BioShock Infinite, Minecraft, Outlast, Titanfall, LEGO Marvel Super Heroes, Halo 4, Lonelygirl15, Annoying Orange - Real-world advice from 45 leading industry writers, directors, producers, composers, distributors, marketers, publicists, critics, journalists, attorneys, and executives from markets, festivals, awards, and guilds - Powerful in-depth case studies showcasing successful approaches - A.I. Artificial Intelligence, Mad Men, Lizzie Bennet Diaries, Here Comes Honey Boo Boo, and Martin Scorsese Presents the Blues - Extensive Web content at www.transmediamarketing.com featuring a primer on transmedia platforms - film, broadcast, print, games, digital media, and experiential media; expanded case studies; sample marketing plans and materials; and exclusive interviews With Transmedia Marketing, you'll be fully versed in the art of marketing film, TV, games, and digital media and primed to write and achieve the winning plan for your next media project.

Anne Zeiser is a critically-acclaimed producer and media strategist who has stewarded iconic series for PBS, produced news for CBS, managed national brands for marketing firms, and founded Azure Media, which develops transmedia projects on air, online, and on the go that fuel social impact in communities, in schools, and in capitals. With media partners from PBS and the BBC to Miramax and Sikelia Productions, Zeiser has successfully launched and marketed film studios and media organizations, feature and documentary films, television series and specials, mobile games and apps, and online video and media communities. Zeiser is a member of the National Academy of Television Arts & Sciences, a board member of the Filmmakers Collaborative, and an adjunct professor at Emerson College. She contributes to the Huffington Post and has been a featured speaker at American Film Market, Making Media Now, AFI Docs, StoryCode, World Congress of Science and Factual Producers, and the Asia Society. Follow Zeiser at Twitter: @azuremedia and Huffington Post: http://www.huffingtonpost.com/anne-zeiser/

Acknowledgements/Preface; Chapter 1 - Media Makers = Media Marketers; Chapter 2 - Be Transmedia; Chapter 3 - Harness Your Inner Marketer; Chapter 4 - The Marketing Plan; Chapter 5 - Know Your Media Project; Chapter 6 - Research to Win; Chapter 7 - Audience, Audience, Audience; Chapter 8 - Goals and Objectives; Chapter 9 - Branding; Chapter 10 - What's in a Name?; Chapter 11 - Visual and Aural Identity; Chapter 12 - Positioning and Messaging; Chapter 13 - The Project Launch; Chapter 14 - Media Relations; Chapter 15 - Press Materials; Chapter 16 - Media Events; Chapter 17 - Markets, Festivals, and Trade Events; Chapter 18 - Awards; Chapter 19 - Strategic Partners; Chapter 20 - The Art of Art; Chapter 21 - The Open and Title Sequence; Chapter 22 - Trailers, Promos, and Sizzlers; Chapter 23 - The Media Plan; Chapter 24 - Advertising Creative; Chapter 25 - Advertising Context; Chapter 26 - Online and On-the-go Marketing; Chapter 27 - The Social Screen; Chapter 28 - Interactive Content and Marketing; Chapter 29 - Media-fueled Social Impact; Chapter 30 - Measuring Outcomes; Chapter 31 - Transmedia Marketing Case Studies; Chapter 32 - Market It!