800 words on a product I hate.... hmm interesting...

How does trans-media storytelling apply to your planned profession?

Definition of trans-media storytelling: Trans-media storytelling is defined as the process of telling a story, using different channels for delivery, over a period of time. These “stories” are coordinated and each episode contributes to the overall storytelling experience. According to Jenkins (2007) in the TMST 101[1] article, trans-media storytelling “represents a process where integral elements of a fiction [or nonfiction in this case] get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience”. To integrate this theory into the advertising industry, a successful campaign is one that uses multiple channels to convey the same message and story for the audience. The example that I am going to use for this blog entry is the age-old Australian classic: Vegemite.

Quick background: Vegemite was created in 1922 as a substitute for the then prevalent British Marmite in World War l. It is creates using yeast extracts from left over breweries and contains a large amount of Vitamin B. When first advertised, it was sold on the grounds of being an extremely healthy snack and full of vitamins. In 1954, the first jingle was produced called “We’re Happy Little Vegemite” which became a national sensation. Over the years, this jingle, with its popular video clip (featuring healthy children) was passed from one generation to the next.

How is trans-media storytelling related to this: Over the years, Vegemite has strengthened their brand value by being a “nostalgic” product. In 2009, Kraft (the parent company) decided to create a new range of Vegemite product and instead of naming it themselves; they decided to let Australians name it for them. This user generated content hit the ceiling with millions of Australians trying to be part of a history in making. When the new name “Vegemite Cheesybite” (Vegemite, 2009) was chosen, it was widely accepted into the community.

Another smart idea by Kraft was to redesign the famous TVC for vegemite by adding some colours into it. The main idea of this new ad (released in 2010) was to remind Australians that they very much hold the same values that they did 70 years ago when the product first came out. The colours signify the obvious shift from old media to new.

Other ties: Other content that can be found about vegemite is a prank that can be found on YouTube and even on the Vegemite official website. It showcases an American man who tricks his friend into licking a spoonful of vegemite off a preserved Kangaroo scrotum. 

Due to its entertainment value, this video became an online phenomenon with thousands of viewers. Also available on the Vegemite website is Vegemite eCards, memorabilia from 1930’s till the millennium and recipes for summer. This ties in with the entire theme of wholesomeness and family bonding that Vegemite resonates with and also works as spreadable media (getting more people involved).

TMST has different levels of vastness and can range from being a pop culture to a science fiction story or even a simple well known snack. There are several functions and elements in analysing a TMST trend which have to be taken into account.

References

Jenkins, H (March 22, 2007). Transmedia Storytelling 101. Confessions of an Aca-Fan. Retrieved Oct 19, 2010 from,  http://www.henryjenkins.org/2007/03/transmedia_storytelling_101.html

Summer recipes - http://www.vegemite.com.au/vegemite/page?siteid=vegemite-prd&locale=auen1&PagecRef=731

User Generated Content prank - http://www.youtube.com/watch?v=nF-D0lueIXQ&NR=1&feature=fvwp

Vegemite original video – http://www.youtube.com/watch?v=0yA98MujNeM&feature=related

Vegemite revisited video - http://www.youtube.com/watch?v=p7Cb4143p9E

Vegemite Memorabilia - http://www.vegemite.com.au/vegemite/page?siteid=vegemite-prd&locale=auen1&PagecRef=707

Vegemite eCards - http://www.vegemite.com.au/vegemite/page?siteid=vegemite-prd&locale=auen1&PagecRef=731