I have 3 sons, so they watch Disney Channel regularly. (And by default, so do I.)
Because of this fact, I have seen the barrage of content marketing that Disney has been using to promote their latest installment of Monsters Inc.
They have used everything from “behind the scenes” of Monster’s University and interviews with the director to special clips from the movie.
But there’s one thing I hadn’t expected.
It’s a very creative form of content marketing. In fact, I found out that it’s a newer form of content marketing.
It’s called “Transmedia Storytelling” or “Transmedia Narrative”.
What is it? Here is the definition from Wikipedia….
Transmedia storytelling (also known as transmedia narrative or multiplatform storytelling) is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies. It is not to be confused with traditional cross-platform media franchises,[1]sequels or adaptations.
From a production standpoint, it involves creating content[2] that engages an audience using various techniques to permeate their daily lives.[3] In order to achieve this engagement, a transmedia production will develop stories across multiple forms of media in order to deliver unique pieces of content in each channel. Importantly, these pieces of content are not only linked together (overtly or subtly), but are in narrative synchronization with each other.
How Disney is Using Transmedia Storytelling For Monsters University
If that definition still confuses you, let me show you what I discovered about one of the ways Disney is promoting Monsters University.
They kept promoting Monsters University so much on Disney Channel (and I loved the first movie), so I finally decided to google it.
And guess what I discovered? They have a complete website for Monster’s University as if it was a real school!
That means you can go to their school website and you can:
- Learn about the faculty and staff at Monsters University
- Check out their Monsters University Alumni page
- Learn about campus life at Monsters University
- Learn about the courses that Monsters University offers
- And more!
Their most genius section of their website is the M.U. store where you can buy actual items such as: sweatshirts, t-shirts, mugs and more with Monster University logo on them.
When I first discovered this site I was amazed and in awe of how in depth they went with it. I didn’t even have a clue that there was a term for this type of content marketing such as “transmedia storytelling”.
Later, I happened to be in a local Barnes and Noble store and I came across a book called A Creator’s Guide to Transmedia Storytelling: How to Captivate and Engage Audiences Across Multiple Platforms by Andrea Phillips. It was there that I learned about transmedia storytelling.
Andrea said something I really liked. She said…
“Transmedia is more than mere marketing or franchise entertainment. It’s the realm of stories at the edge of where reality ends and fiction begin” – Andrea Phillips”
That’s what makes it such a fun and creative way for Disney to create content that will promote and engage potential movie goers with the characters and the world that make up their new movie.
If You Would Like To Learn More About This Newer Form Of Content Marketing
If you would like to learn more about transmedia storytelling and see if there is a way for your business to use it, then check out this explanation of it in this Slideshare slideshow…
You can see an example of transmedia storytelling being used by a company in this YouTube video about how Coca-Cola has decided to use it…
If you have any comments or ideas about how businesses can implement this type of content marketing, then please leave a comment below…
AFFILIATE LINK DISCLAIMER: I almost always uses affiliate links to Amazon, but I never mention a book simply for the commission. (It’s not big enough to be worth that.) I just think that Amazon might as well cover an occasional Starbucks drink for me in exchange for sending people to buy books from them! 
**If it bothers you that the links above are affiliate links, then copy the title above and go to Amazon.com here. No commission will be given if you use the link in the previous sentence.
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I’m a business strategist, consultant, content creation specialist, and speaker. I’ve been studying effective marketing and business methods (both online and offline) since 1999.
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