Personal tools
You are here: Home Research Trends & Opportunities New Media and New Digital Economy Transmedia Storytelling Digital Avatar Technology

Transmedia Storytelling and Digital Avatar Technology

University of Oxford_061422H
[University of Oxford]


- Transmedia Storytelling

Transmedia is a type of story in which a story unfolds across multiple media and communication platforms, in which a subset of consumers play an active role in the expansion. Transmedia is a term widely used in marketing, but rarely put into practice due to the difficulties this creates.

Today we live in a multi-screen world where we watch TV while checking Instagram, Facebook (on a smartphone or laptop) or chatting on Whatsapp. We surround ourselves with screens for any daily activity.

Transmedia storytelling is a technique by which a narrative is divided or developed across various platforms to form a coherent narrative. It involves not only using various channels of communication, but also developing and expanding a story through the sum of the unique narrative pieces used in each medium. Furthermore, users must play a decisive role in this development. The ultimate goal is to engage your audience.

Transmedia is a way of creating a unique experience for users and engaging them in a narrative that more involves them and draws their attention to what a brand offers. A method of total creativity that utilizes different media and languages and communicates any idea. Additionally, it becomes a way to build a community around the company. 

This is a way for brands to stay close to their audience and maintain interest in possible products or services. It is designed to attract interest, attract attention and be a very powerful tool for increasing awareness and customer loyalty.


- Formats for Transmedia

When you want to develop a content strategy using this multi-channel narrative, some of the formats available for format development are as follows:

  • Publications on social networks (videos, surveys, pictures, podcasts, reels...)
  • Applications. Apps range from video games to apps that improve/simplify customers' lives.
  • Interactive video and QR code. Interactive video is a way of utilizing traditional media, but adapted for a more modern world. QR codes enhance advertising effectiveness by extending the information of a product/service.
  • Video games. It uses gaming experience as a mechanism for generating transmedia narratives.
  • Radio or podcast episodes. It's a format that creates anticipation and interest in you and gets lots of people talking about your brand or product.
  • Films
  • Events. Incidents involving campaign stories.
  • TV series. By using characters from movies and series and engaging them in different stories.


- Digital Avatars

A digital avatar is an artificial intelligence-powered, human-like virtual assistant that enables intelligent interactions with customers. 3D avatars can be used for different purposes, they create a sense of trust by communicating directly and easily with customers. Humanoid robots are being studied, particularly their ability to mimic human behavior patterns in interests, attitudes, emotions, desires, biases, and many others. 

Often, a digital avatar is just a graphical representation of a person or user performing a specific function. What we see on social media platforms are 2D icons, but there are also 3D figures that are mostly seen in games or any virtual world. 

3D avatars can be used for different purposes, they create a sense of trust by communicating directly and easily with customers. Their use on various platforms is significant because they convey a sense of seriousness. Using a digital human that smoothly communicates your company's values in a specific way will convert those visitors into loyal customers. Most people who talk to an avatar smile at some point, which creates a dopamine release, even though they know the interaction isn't real, and it's pretty telling!

Although they are an entertainment medium, many organizations have found their way in different fields such as healthcare, advertising, etc. Users are excited and want to know what's in store for them.



[More to come ...]



Document Actions