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Turning videos into transmedia

Starlight Runner is a New York based media company that produces multimedia content for brands. Starlight is a pioneer in new media campaigns, and prides itself on producing highly engaging transmedia projects that take traditional marketing practices, even neo-traditional Chicago videographer content such as video, and spanning it across a variety of platforms. In a recent interview with ReelSEO, Starlight’s President and CEO, Jeff Gomez, explains how and why a brand should look at a transmedia approach to marketing and more importantly, the online video production role in such a campaign.

[RS] What’s the main goal that brands usually want to achieve with a more transmedia approach?

[Jeff] The main goal in implementing transmedia narrative techniques for the brand owner is to invite a closer and more lasting relationship with the consumer. As opposed to conventional broadcast messaging, good transmedia design creates an architecture that allows for transparency and dialog. Audience members are invited to participate in an experience being forwarded by the brand, and we tell brand owners that they can no longer shy away from that level of engagement. It’s expected now, and that’s not going away. Of course, there has to be a strong level of quality in the brand itself if it’s going to stand up to that kind of scrutiny. But that’s good news to me.

How important is online video in that equation and why?

[Jeff] Online video plays a vital role in effective Chicago videographer transmedia implementation, now more than ever. There are two challenges that have to be transcended however. The first is that many brand owners seem to perceive the Internet as a stand-in for television. So in terms of concept, design, production and rollout they are treating this video production content as if its a TV commercial or short film.This fails to leverage the most powerful features of the web, which are participative. The greatest salesmen in the world are those who passionately believe in a product and are capable of articulating that passion. If you’re simply posting video, you are not giving the viewer any tools for self-expression.  As Aaron Shapiro says in his book, you want “Users, Not Customers.”

[RS] Where do you see online video heading in the future?

[Jeff] As a new generation of creators, producers and executives rise to power, we’re going to see an exciting new video design and integration sensibility come into play. Video production will segue into and out of a more fully realized interactive experience, one that is going to be easily navigable even for those of us who weren’t raised with a game controller in our hands. Brand owners and entertainment content producers are also going to realize that technology is further leveling the playing field and that huge swathes of target audience members are becoming capable of generating their own video. The video expression of audience members is going to become more polished, and more importantly it’s going to become more poignant, which will make their arguments more compelling. So again, in the near future brand owners and content creators will simply have to place an emphasis on quality and transparency.

[RS] How can brands benefit from a campaign that incorporates several different types of media?

[Jeff] It’s simple: the way that we, as a Chicago videographer culture, are consuming story is changing rapidly and spectacularly. Look at SOPA, look at Komen and Planned Parenthood, look at the so-called Arab Spring — incredible power has fallen into the hands of self-organized, but otherwise ordinary, human beings. If we don’t learn how to reach them in ways that are becoming second nature to them, in ways that validate and even celebrate their participation, then we will fall behind those who have figured out how to do it right. We are watching former Fortune 500 companies fold, even entire industries slowly implode, because they are tacitly refusing to learn how to navigate the chaotic waves of pervasive communication. In teaching my clients and students how to surf them, I’ve found my bliss.

Visit ReelSEO to read the entire interview with Gomez. For help with your video production or Chicago videographer projects, visit Video One Pro to see what we can do for you.

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