What is the Mediaverse meme?

What is a mediaverse? A mediaverse is an immersive group of media platforms focused on a brand. The purpose is to continue expanding into a popular idea / brand branching out with more platforms to further engage the user in the rabbit hole.

Ok, let’s see if we can clarify that with an example. One of the best examples of mediating cases is the NBC Heroes brand. The world began with the television program itself, but quickly after the launch reached the proof of concept metric, a variety of support platforms were launched. As the show spread, the platform cluster evolved, grew and interconnected more. Here is a dissection of the mediaverse heroes:

Feel free to explore in Heroes | NBC

o Heroes’ main television show.

Obviously, this is the key to the entire cluster. All episodes are available online so that people who miss the program or who are more web-oriented can be attracted by the seriousness of the program. The big additional advantage of online re-watchability is that

-he gave fans a reason to visit the website

-He did the show to share with friends

– reinforced loading dock for all future platforms

– additional advertising revenue channel provided

o Graphic novels: the website offers users free access to serial graphic novels about the show. The novels began to close the gap between the weekly episodes. This gave viewers eager to die to see what follows the ability to delve into the intermediate plot lines and obtain additional information about the characters. Again, this provided an additional revenue channel by having Nissan Versa sponsored ads on all downloadable content.

* Note * Nissan in season 1 was its own key participant in the Heroes media verse and did a great job choosing the right horse at the right time. The rented Nissan that Hiro uses in the program became an accepted product backup that echoed on several of Heroes’ media channels.

oBlogs and websites

This is really where the immersive factor in the world of Heroes began to scratch in more directions. The brand launched a series of websites and blogs that relate to the world. Many of the characters are represented, as well as influential companies. Here is a list:

Primatech paper

Vote for Petrelli

Yamagato Scholarship

Activating Evolutions

Corithian Casino

Hana’s blog

Primatech video surveillance

Claire Myspace

And I can’t find it now, but there was a Hiro blog

The point here is that the mediaverse grew based on the update of the fictional world. In addition, they chose channels that were relevant and made logical sense. For example, the Vote Petrelli site was perfect for this year’s media that dominated the electoral climate and that Nathan Petrelli would obviously have a political website. Just as a myspace page for the teenage superhero Claire fit perfectly. The site’s collections provided more ways to deeply engage with the show.

oThe Heroes Wiki

The Wiki was another well organized idea. A good part of superhero fans love discovering dark details of the show and the wiki provides a way for all that information to be collected. In addition, anyone wishing to obtain summaries and relevant production information could participate and obtain those details. And since the wiki platform is open source and free, few resources were needed comparatively to assemble this piece.

* Note: Heroes Wiki is a fan-created site that gains enough popularity to be included on the official NBC site. See the explanation in the comments of this article.

o Walks

The site offers a series of weekly tours of all seasons. The tutorials interconnect many of the other platforms and provide a place for users to comment and ask questions. This resource is great because it creates a timeline blog that catalogs the main events week by week in the world.

o History

The Istory function is an interactive narrative platform for the brand that allows users to make decisions that affect the narrative provided. This is a solid reworking of the classic back-to-page books that used to be very popular. Everyone speculates during movies and shows about what they would do in a given situation and now fans have that opportunity. All the characters are specific to Istory, so again, fans receive another means to interact more deeply with the brand and producers receive comments on what kind of things they would like fans to see.

oWebisodes

Yes, the platforms keep coming. Web episodes in their own right are becoming a marketing meme. I love this idea, since web episodes are cheaper to produce and provide valuable opportunities for testing and data collection to take the concepts completely through other channels. Another example that I know happened from the web to television is the Sanctuary series on SciFi. In any case, the web episode of Heroes, again creates another way for users to participate. Even the web episodes themselves are reduced as users can access videos, photos and behind-the-scenes wallpapers related to the platform.

oCreate your own hero

This platform directly clicked users to give their opinion on what character they would like to see in the world of Heroes. I love to try and launch with the advantage of engaging users who voted for the character in the first place with the option of attracting the winners of second place. It seems that the selected character will have its own spin-off or web episode.

oMicroseries

Santiago, the winner of creating your own hero platform, gets a microseries. I think you are now beginning to see the pattern here, how one platform is stimulated in another and creates interconnection between other platforms in a self-sufficient mechanism.

or interactive SMS

The SMS tricks that many brands have used generally do not count to build a mediarse, but live, during broadcast surveys, quizzes and trivia, yes. The $ 5000 raffle is a good incentive and, of course, the brand acquires phone numbers and text message privileges for numerous fans.

oHeroes Magazine

This is a web-only edition, but since there are so many things in the world, it makes sense to have a magazine angle coverage of all interworking. The magazine also fills the void of interviews with the cast that strangely lacks all other platforms. I guess this is because most of the platforms are working to create a fiction that becomes a reality and the interviews broadcast break the fictional dream, so to speak.

oGames

As if you had not seen coming … All kinds of games and contests to dive. This has been badly done by many brands, but games and superheroes are undoubtedly a good option for the world of Heroes.

o Message boards

Some of the above platforms provide the opportunity for fan interaction, but the message panels focus on this. The speculation and all the wonderful activity of the fans that happens on the message boards adds to the world. And again, you see the pattern. This is another platform to engage more deeply with the brand. And what are they talking about on the boards? All other platforms and elements of Heroes mediaverse.

o Take it: widgets and icons

After all of the above, you would think that mediating would be complete, but new platforms are constantly emerging. Countdown widgets, AIM icons, wallpapers and electronic cards galore. This platform disseminates the brand through the distribution of fans and owns real estate for small users in several channels.

oShop

OK, you have the idea with the store, I hope …

Phew! Then, by looking at the long list of platforms that are grouped in the average version of Heroes, you can see how it helped stabilize the brand and provide constant content in a medium that normally feeds on anxious anticipation.

Well, if you got here, you may wonder, how does this apply to more traditional brands? Can it work with more than just television and movies? Certainly, the idea of ​​a mediaverse leans toward entertainment channels. You could also add books to the mix, such as the huge Harry Potter franchise that has generated a world of its own.

I think we have seen many attempts and poor execution in this area without having an established general strategy. The closest I’ve seen are some of the film’s viral campaigns, such as Batman’s latest release.

So here is the challenge:

Choose a non-entertainment industry or brand (without movies, TV or books) and explain your vision for a mediated brand or point out the current existence

My choice is Nikon. Nikon has taken advantage of photo sharing technology, such as Flickr, to tag images taken with a Nikon camera and launched its own site that displays user-created content. Photography competitions have long been a good marketing arm of camera companies. I think I could expand this with sites similar to diverted art to produce masses of user-generated content from Nikon cameras. In addition, exclusivity marketing would be huge, such as buying key places for photography at events such as celebrity awards or sporting events and only allowing Nikon cameras in the area. There are many possibilities for mini blogs here for comedy images or any other emotionally attractive subject. Just think how smart it would have been in Nikon to have launched something as inductive as mehaschzburger or similar.

Let me know what you think.

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