Narratives and interactive experiences developed across different media platforms have become very common in the digital landscape. The term ‘transmedia storytelling’ describes stories with nonlinear and participatory elements. They can include moving images, mobile apps, cell phone calls, print materials, documents and maps. The media industry uses these multiplatform experiences already widely in advertising for movies and television series.
New technologies and the wish to do something innovative with the digital medium mean that the notion and usage of transmedia are in flux. While the discussion over what to call this phenomenon remains vague, there is no denying its profound influence on the relationship between media producers, audiences and users as well as digital content and the devices used to consume and produce it.