Hardcover: 288 pages
Publisher: McGraw-Hill Education; 1 edition (June 21, 2012)
Product Dimensions: 7.8 x 1 x 9.4 inches
Shipping Weight: 1.5 pounds (View shipping rates and policies)
Average Customer Review: 4.5 out of 5 stars See all reviews (22 customer reviews)
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This is the second "how-to" book that I've reviewed on the topic of Transmedia Storytelling. The Guide by Andrea Phillips is a pragmatic journal of all the creative possibilities -- and a welcomed addition to the body of practitioner knowledge and associated lessons learned.Ms. Phillips describes her own experiences as a game designer and includes numerous insightful Q&A sidebars with contributions from her accomplished peer group -- they're primarily transmedia practitioners within the American entertainment industry.The book is divided into five sections -- each one offering practical ideas and suggestions for transmedia storytelling novices, plus some creative examples of techniques that an experienced practitioner would appreciate.She describes some of the lasting wisdom of early transmedia storytelling projects by the pioneers -- such as The Blair Witch Project. She also features the key take-away points from more recent examples of commercial transmedia case studies -- again, primarily from within the entertainment industry.Ms. Phillips says that "...the long-term benefits of transmedia marketing are not in drawing in a completely new audience, but in hooking a peripheral audience more deeply and keeping it around longer. It's [about] the magic word: engagement." Indeed, the ongoing quest for capturing audience attention is a theme that she revisits throughout the book.One of her very interesting revelations was a reference to the apparent geographic preferences. Such as "...South American audiences seem very enthusiastic about engaging in role-playing; [North] American audiences enjoy competitive elements and puzzle solving; and European audiences tend to be the most enthusiastic about attending live events."Perhaps Ms.
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