So how do you choose the media to use in your transmedia campaign?
Be aware of the options around you. YouTube, for me (for example), was a true godsend, an existing delivery platform, with no overhead fees, that would allow free expression of my thoughts, creative storytelling and ideas, in a rich audiovisual way. You would be surprised at the number of free and cooperative services are available around you. Possibilities will open up, and you will realize that there are options you never knew you had!
All you need to do is go look. You may be limiting yourself more than the world around you is. Maybe all you have to do is ask. Think to yourself, "it sure would help so many others like me if something like this were to exist."
Go look. You'll be surprised at what you'll find.
This also relates to the concept of, know the end from the beginning, which means—understand and visualize your final outcome, and work towards that.
You may have heard this quotation before:
”People will forget what you said
People will forget what you did
But people will never forget how you made them feel.“
When it comes to the deep, concrete, literalistic representation of the subconscious—it has never been more true, what the Canadian communication scholar Marshall McLuhan said: "The medium is the message."
“The medium is the message.”
― Marshall McLuhan
Ask yourself: Will things from one medium spoil or support those in other media? Not only does the larger web of interacting transmedia elements create a story of its own, but each modifies and affects the individual stories of the others?
One of my biggest problems with the Star Wars prequels, is not just that they are bad movies—but that they actually make the original movies worse when watched in sequence.
Droids and Jedi are no longer the special things they once were, when seeing them in the original trilogy after the cheapening onslaught of them in the prequels. (Editor's Note—As our resident transmedia guest blogger pointed out, sequels or prequels in the same media form do not technically count as transmedia—which is, by definition, an extension into other forms of media, such as books, comics and games. Storytelling, should be embrace a unified emotional theme across, all stories told in a franchise—whether they are in the same media, or different ones.)
One example of this was a the appearance of Luke Skywalker's green lightsaber in Return of the Jedi. When I first saw this, it came as a sudden surprise to me—and carried a great deal of that deep subconscious meaning mentioned earlier. Up until that point, the only lightsabers we had seen were blue (for Luke and Obi-Wan) and red (for Darth Vader) and the only time we had seen any green energy at all was when Imperial starships, TIE fighters, and the Death Star fired their weapons.
All of a sudden, Luke was holding a new thing—a new kind of lightsaber we had never seen before and, far more importantly—the only time we had seen that color, that kind of energy, it had been in the hands of the enemy. The weapon that so clearly represented his very identity had gone from being pure and clear blue—to something new, advanced—but also ambiguous and sinister. As such, it framed a very real question we all had inside as were watching: was Luke turning to the dark side?
This subtle, yet evocative, cue—which for me was very powerful (regardless of the creators technical reasons for choosing this—desert skies and all)—has been utterly and forever ruined by the Star Wars prequels and transmedia.
You would have to be living on another planet, even without having seen the prequels, not to have seen a green lightsaber somewhere: in an ad, in a toyshop, on a magazine rack. In a parody. Somewhere.
With all the media Star Wars puts out now, especially after the prequels opened the door to this—you will see good Jedi with green lightsabers. No one will see Luke's green lightsaber and think it's an amazing new innovation, or to have that sense that the only time we'd seen green energy in Star Wars was from the forces of evil. That particular moment of awe, ambiguity and wonder will likely happen to no one ever again.