Traditionalists might disagree with what we’re about to say, but we’re going to say it anyway: Transmedia storytelling is one of the best strategies for marketing a live event.

Now, we get the skepticism. After all, the concept is neither new nor revolutionary.

In fact, it dates all the way back to historical times, when it was used to spread religious messages to the masses.

Yet, the reality is that it STILL works.

But don’t take our word for it; here are a few examples of how transmedia storytelling has demonstrated its worth.

Exhibit A: Marvel Studios

The film and television production company effectively utilized transmedia storytelling to transform comic book characters into a pop culture phenomenon, spanning movies, TV shows, and merchandise.

As a result, the Marvel Cinematic Universe is now among the 20 highest-grossing media franchises of all time.

Exhibit B: Nike’s “Breaking2” Campaign

This Nike project, aimed at breaking the two-hour barrier for running a marathon, wasn’t originally conceived as a marketing gimmick.

Rather, it sought to challenge expectations in sports, incorporating in-depth athlete storytelling.

But the campaign became a hit, with 13.1 million global viewers on Twitter, Facebook, and YouTube, making it one of the largest brand-driven real-time events in history.

The hashtag #Breaking2 also racked up 84,459 social media mentions between May 6, 2017 – the day of the event – and May 8, 2017, earning acclaim and Campaign of the Year awards from several marketing agencies.

Exhibit C: Wrexham AFC

Once languishing in the fifth tier of English football, Wrexham skyrocketed to fame through an ingenious transmedia approach.

When Hollywood actors Rob McElhenney and Ryan Reynolds took over the small-town football club, they did more than just invest money – they also crafted an intriguing plot around Wrexham’s transformation.

This included everything from social media posts to the “Welcome to Wrexham” docuseries, contributing their own unique flavors to the club's journey to promotion to EFL League One.

The ROI?

Wrexham’s social media accounts exploded, reaching 1.6 million followers on TikTok and 1.4 million on Instagram.

Big-name brands like Gatorade and United Airlines have also jumped on board with lucrative sponsorship deals. Even merchandise sales went through the roof, with 4,000 shirts flying off the shelves in a single season.

Seeing the success various industries have experienced with transmedia storytelling, it’s clear that live events also stand to gain immensely by taking the same approach.

Livestreaming

One way to do so is through livestreaming. Jim Blomquist, director of live events at Digitell Inc, revealed a fascinating trend: 30% of fans who watch a livestreamed event end up attending in person the following year.

This shift from virtual to physical attendance is no coincidence, as livestreams don’t just show an event, they provide an immersive storytelling experience.

Fans aren’t just catching their favorite acts live, they’re also gaining access to exclusive behind-the-scenes footage or artist interviews.

Tomorrowland’s partnership with TikTok in 2023 attracted 16 million unique viewers and enticed more than 400,000 fans to attend the event’s 2024 edition in person.

Meanwhile, Coachella 2024 took digital engagement further by enabling fans to watch four different acts simultaneously on the livestream.

That’s not all.

It also featured artist merchandise that were available for purchase directly from YouTube during their performances.

User-generated content

Building a significant social media presence through user-generated content is also integral to transmedia storytelling. Tomorrowland and Coachella leverage this approach brilliantly by forming strategic partnerships with influencers.

In such arrangements, the influencers act as brand ambassadors, helping to expand the festivals' reach beyond just the event itself.

Additionally, Tomorrowland and Coachella encourage attendees to share their own content on social media using dedicated hashtags and tagging the festivals’ official accounts.

In 2023, the effectiveness of this two-pronged strategy was evident as Tomorrowland's TikTok hashtag views jumped to over 3.9 billion after sitting at three billion prior to the festival.

How Can Live Event Organizers Take Transmedia Marketing Up a Notch?

Gamification has proven effective as a tool to boost loyalty across various industries. For example, MasterCard teamed up with a retailer in Asia Pacific to create a gamified mission board, offering customers the opportunity to participate in personalized challenges.

This resulted in a 60% increase in app engagement, as well as over six times more purchases from customers who participated compared to non-participants in the first year.

Roblox has emerged as a platform for brands looking to leverage Web3 gamification, with luxury brand Gucci, retailer Walmart and apparel company Vans featuring mini-games, concerts, and avatar customizations.

However, few in live entertainment have integrated Web3 gamification into their events.

All Access Anonymous (AAA) is leading this initiative with our native token, $AAA, to create a new form of fandom and loyalty through real-world experiences (RWEs) that offer instant gratification and money-can’t-buy rewards.

A quest partnership with the Watera Festival in Ho Chi Minh, Vietnam, led to the creation of 532 AAA wallets, with 68% of attendees redeeming loyalty packs and enjoying curated experiences, such as meet-and-greets with the festival’s headliners, KSHMR, Marlo, and Dash Berlin.

A separate collaboration with It’s the Ship, encouraged attendees to be part of an exclusive community through ownership of one-of-one duck totems, granting access to artist experiences and invite-only parties.

Beyond rewards, AAA hosts weekly lotteries where users can use their $AAA tokens to speculate on various outcomes for a chance to win unique prizes.

Achievement badges can also be unlocked after reaching milestones, such as correct predictions or participation in major events.

Ultimately, well-executed transmedia storytelling can drive explosive growth in audience engagement, brand partnerships, and overall success.

So, the next time you're organizing a live event, think not just about the artist line-up – consider how you can captivate the fans with a compelling narrative that can be brought to life across different platforms.