The Transmedia Experience - D.I.C.E. 2012
A new type of advertising brings virtual worlds to life in unique and interactive ways according to 42 Entertainment's Alex Lieu.
"Flynn Lives." That was the slogan of a transmedia promotional campaign, which rallied hordes of TRON fans across the country to solve numerous puzzles, uncover a lost arcade, and even stage a mock protest. The campaign was designed by 42 Entertainment, and at this year's D.I.C.E. Summit, chief creative officer Alex Lieu explained what it was all about. The concept behind a transmedia campaign shares a lot in common with an alternate-reality game. Both weave intricate mysteries that are told through YouTube videos, Twitter posts, and other forms of social media.
Another Crab's Treasure Is A Soulslike 3D Platformer | GameSpot Review Stellar Blade Review Super Monkey Ball Banana Rumble - Official Multiplayer Features Trailer Nintendo 64 – April 2024 Game Updates – Nintendo Switch Online PUBG | Erangel Classic Returns Gori: Cuddly Carnage | Meow Launch Date Announcement Trailer Genshin Impact - "Arlecchino: Afterglow of Calamity" | Collected Miscellany Marvel Rivals - Official Loki Character Reveal Trailer | The King of Yggsgard Fortnite Festival - Official Billie Eilish Cinematic Season 3 Trailer Remnant 2 - The Forgotten Kingdom | DLC Launch Trailer Stellar Blade - Official "The Journey: Part 2" Behind The Scenes Trailer | PS5 Games Dead by Daylight | Tome 19: Splendor | Reveal Trailer
Please enter your date of birth to view this video
By clicking 'enter', you agree to GameSpot's
Terms of Use and Privacy Policy
When done correctly, a transmedia campaign can ignite a strong viral movement for your product. With its TRON campaign, 42 Entertainment started by sending out mock Flynn's Arcade tokens and USB drives to selected TRON fans. These individuals discovered the first piece of the campaign's puzzle on the USB drives, posted about it online, and solicited help from others. Eventually, this led to a massive scavenger hunt during Comic-Con that ended in uncovering a replica of Flynn's Arcade. The experience made a strong, positive impression on a lot of people, who then spread the word around the Internet.
Because it only targets a small (but extreme passionate) audience, transmedia campaigns will not likely supplant traditional advertising methods. However, they're still a powerful marketing tool with immense potential.
The D.I.C.E. Summit (Design, Innovate, Communicate, Entertain) is a once yearly conference dedicated to exploring approaches to the creative process and artistic expression as they uniquely apply to the development of interactive entertainment. It is organized by the Academy of Interactive Arts and Sciences and hosts the annual Interactive Achievement Awards, which celebrate the best games of the past year, as voted by AIAS members. Comedian Jay Mohr will return to host the awards show, which takes place on February 9.
For more, check out GameSpot's coverage page, which will feature full video of every panel and keynote address from the 2012 D.I.C.E. Summit.
Got a news tip or want to contact us directly? Email news@gamespot.com
Join the conversation