The PS3 launch campaign has broken and it has the hallmarks of a transmedia narrative in the offing.
Obscure, high production LaChappelle-esque film on television and cinema leads the curious to thisisliving.tv.
This place holder site gives nothing away but asks you sign up for updates, insisting on another layer of involvement and permission, the first of which I received today and you can see here.
The email introduces you to Bubba, who appears to be our guide. You can watch him dance here and this guy is another character. Apart from that nothing else is very clear - the narrative looks to be gearing up to begin in earnest and has the look and feel of Wild Palms, which is remarkably appropriate.
PS3 is a perfect client to put transmedia planning ideas into action for. Its audience is exactly the type of active media consumer that wants to get involved with with complex ideas and meshed media narratives: a generation brought up on gaming that wants worlds to explore, challenges to be rewarded by and an intrinsically participatory relationship with ideas.
As the Passive Massive slowly cease to be the mass and the youth of today become the mainstream of tomorrow, these sort of ideas will become dominant vehicles for brand communication.