摘要
This paper looks at how brand development and marketing communication rules are useful, if not essential tools in the transmedia storytelling process. After providing clarification on the meaning of true transmedia content, the author suggests that this fi）rm of narrative necessitates a variety of techniques that are beyond those found in the traditional skill set of the linear storyteller. The paper introduces a multi-layered model to help provide a structure for the development of transmedia narrative. It also outlines various stages of development and their specific characteristics. These include the establishment of a core message, introductory, development, and mature narrative phases. It draws extensive]Ly from a case study in transmedia storytelling co-produced by the author. The project, entitled Geo Freakz is rooted in the family sport of geocaching and was initially released on a trial basis, in Canada. The project includes webisodes, multiplayer on line games, TV programming, and live events. Collaborative partners are drawn from several media modalities. Findings from the case to date are used to illustrate the model presented in the paper as well as outline challenges in transmedia storytelling yet to be dealt with.
