This is the paper part of the transmedia presentation - it was published in Campaign the day of the conference.
Some people found the presentation via the piece, and vice versa. The live part was tailored for the INFLUENCE theme. I'll see if that feels like a good thing to post later.
I talk about the nature of the experiment and then finish off by pointing out that major advertisers are actively following the model Jenkins established and I stole:
When I first started talking about this, people would question whether it would work for all brands. It requires a lot from people – it attempts to distribute identity and knowledge, to drive the formation of brand communities who piece the brand back together, together. Fine if you’re Nike - but how would this work for fast moving consumer goods?
Last month, at Media 360, Jonathon Mildenhall [Vice President Global Advertising and Creative Excellence] outlined the thinking behind Coke’s Happiness Factory as transmedia creativity.
A non-linear brand world, accessed via multiple accretive touchpoints: adverts, building towards a feature length film, an online virtual world, and from here comics, games, mobile applications and so on.
You can download the whole thing here
[Again you might need to change the file extension to .pdf]