Authenticity of the transmedia story
For now, most creators that aim for developing multi platform media experiences aim for a continuous approach as that seems to provide them with more control or coordination of the story. Taking the multiplicity approach though, we tap into another element of co-creation, one that we’ve termed ‘the magic of un’. The idea is that people start interacting with something if you keep it rough or unfinished. Open ended storylines are an example of this, but it could also be an unfinished image that triggers your brain to fill in the blanks.

Doing that with your ip, means that you open up your characters and storylines for people to alter them and place them in a context that doesn’t fit the original brand manifest. The question is: does that harm the brand in any way? Joseph Pine has stated in his latest book ‘Authenticity’ that this indeed harms the brand, and that a brand should always stay true to its heritage. In contrast Grant McCracken takes a more open approach when he talks about identity and transformation in his 2008 book ‘Transformations’. His take is that multiple identities are part of who we are in the first place. In that respect a brand can have multiple appearances as well.

It seems to me, that multiplicity or continuity (as always) shouldn’t be an either or question. Rather every transmedia product should have both elements incorporated in it. The only thing you can do as a creator is build your transmedia story in a continuous way. But, you should try to incorporate the multiplicity approach in it. So, rather than condemning the creation and placing of your IP in another world, use it as part of the universe. And even provide your audience with the tools to the IP. In fact, it is the start of an investigation into the authenticity of the story in the first place…