Transmedia Marketing: From Film and TV to Games and Digital Marketing skillfully guides media makers and media marketers through the rapidly changing world of entertainment and media marketing. Its ground-breaking transmedia approach integrates storytelling and marketing content creation across multiple media platforms – harnessing the power of audience to shape and promote your story.
Through colorful success stories 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 research, target audiences, goals, and branding and, learn first-hand how to execute your plan’s publicity, events, advertising, trailers, digital and interactive content, and social media.
Anne Zeiser enlivens these core concepts with:
-Vibrant examples across media platforms – Hunger Games, Prometheus, Despicable Me 2, Food, Inc., Breaking Bad, House of Cards, Downton Abbey, Game of Thrones, Pokémon, Minecraft, Halo 4 -Real-world advice from 45 leading entertainment and media makers, marketers, and executives -Powerful in-depth case studies – A.I. Artificial Intelligence, Here Comes Honey Boo Boo, Mad Men, Lizzie Bennet Diaries, and Martin Scorsese Presents the Blues -Expanded Web content, case studies, interviews, and sample materials at www.transmediamarketing.com
With Transmedia Marketing you’ll be well-versed in the art of marketing film, TV, games, and digital media and primed to write and achieve the winning plan for your media project.
Some of the world's most accomplished media makers and marketers weigh in on Transmedia Marketing:
"Transmedia Marketing pioneers the powerful idea that successful entertainment projects must blend storytelling and marketing across multiple platforms. Creatives, business execs, and marketers alike will devour this book’s clear guidance and real-world examples of how to shape a project so audiences will love it, participate in it, and share it." -- Linda Reisman, film producer, Jeepers Creepers, Affliction, The Danish Girl
"Transmedia Marketing is an in-depth, authoritative, and extremely timely survey of multi-platform marketing in the age of pervasive communications. Anne Zeiser has a unique understanding of the vital role that narrative plays in connecting a mass audience with your content or brand, and her advice for how to close that circuit is some of the best I've seen. There is more than a little bit of secret sauce contained in this book." -- Jeff Gomez, CEO, Starlight Runner Entertainment
"Anne Zeiser has earned the industry’s respect by taking a strategic approach to everything she does, and this book is no exception. It takes full advantage of Anne's deep experience and expertise in 21st century transmedia marketing." -- Lesli Rotenberg, Senior Vice President, PBS Marketing & Communications
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. 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/MIT Open Documentary Lab, and the Asia Society.
Anne Zeiser is a film and television producer who worked for PBS for many years before founding her own independent production company. Some of the projects on which she has worked include the documentary series "Martin Scorsese Presents the Blues" and "Masterpiece" (she oversaw its transition from the older "Masterpiece Theatre"). In short, she knows her stuff. Luckily for us, she's also a pretty good writer, able to condense her experiences into clear and manageable prose.
There are many books on producing media out there. What makes "Transmedia Marketing" better than most is that Ms. Zeiser focuses on the importance of, well, "transmedia" - or, storytelling and/or marketing across multiple forms of media - which is essential to an understanding of early 21st-century production and distribution. She also offers templates for business plans and press kits (or EPKs - Electronic Press Kits - which are more current), and leads us through the development process for branding, logos and concept art. This is a must-read for any working producer (or even general media artist) out there. There is, at times, a little too much repetition from chapter to chapter, which mars the perfection, but it's still well worth the money.