In order to grasp the concept of transmedia, it’s important to understand that its not so much an explanation of WHAT it is, rather of HOW it’s done.
Transmedia at its most basic is the telling of complete stories which are integrated within one storied universe across multiple platforms.
Advertisements, be they print or broadcast, have traditionally blasted out points of desire for their product to fill the consumer with want that is forfeited through purchase.
What transmedia does differently is that rather than push information out, it invites the audience to immerse themselves in a universe where they are able to interact with and own a piece of the brand.
The way the universe is built and populated is through multiple media channels and platforms.
In short, traditional media is about explanation.
Transmedia is by invitation.
It’s the difference between buying an action figure off the shelf versus spending a day at a theme park.
In the old world the consumer had one way of getting in. They bought a ticket and walked through the front gate.
With Transmedia, there’s many ways to get in and many more choices once they are there.