By: Ilya Vedrashko
The concept of transmedia planning, described by MIT/CMS/C3‘s Henry Jenkins in Convergence Culture, is finding fans among agency planners. In a nutshell, "There would be an evolving non-linear brand narrative. Different channels could be used to communicate different, self-contained elements of the brand narrative that build to create an larger brand world. Consumers then pull different parts of the story together themselves," writes Faris Yakob, a strategist at Naked; Jason Oke from Leo Burnett Canada takes it further.
— via Influx
Original post: http://adverlab.blogspot.com/2006/11/planners-get-hooked-on-transmedia.html
