When I think multimedia movies and TV shows come to mind, a
form on entertainment whose main goal isn't to sell me and idea or product
rather to entertain me. When I think of transmedia I think different platforms
trying to sell me on ONE thing, usually mainstream products and ideas come to
mind. In modern times such as today Apple is probably the leader in transmedia
with their many various methods of reaching out to potential and returning
buyers. Their product is good, they know that, and they know that all they need
is to advertise their product using the right methods and they can make an easy
sale. While Apple is the most common source of transmedia it doesn't embrace
the possibilities of transmedia to its fullest potential. The company that does
however is World Wrestling Entertainment.
Let's be honest, not a lot of people watch wrestling
recreationally as they would any other sport or event. The reason being is that
it's dubbed "fake" due to their elaborate storylines and characters.
This is part of the reason that World Wrestling Entertainment (WWE) aims at
children as their target audience versus adults. Many of the adults, such as
myself, have been watching wrestling since our youth and don't give it up easily
now because it has become somewhat of a tradition. When you take that aspect of
adults that watch based on "tradition" and children that watch for
the crazy characters, you get multiple levels of exploitation as a company.
[Courtesy of World Wrestling Entertainment]
When it comes to transmedia, WWE is a company that has its
foot through many doors. Aside from their weekly wrestling shows and pay-per-views
(which is their primary product); they also have video games, toys, books, feature
films, character specific DVDs, music, collectibles, apparel, and apps. Chris
Crum, a reporter for webpronews.com says the following in regards to WWE's
apps:
WWE has launched a new mobile app for iOS and Android, giving fans
access to a “second screen TV companion experience,” which activates during
Monday Night Raw. The app features live polls and content during that time. The
app also comes with exclusive videos and content, access to the social media
streams for every WWE “Superstar” and “Diva,” as well as news from WWE.com. It also takes advantage of users’ location to provide
access to tickets purchasing for local events, and other WWE shopping.
As I stated before, WWE is not a company whose main goal
is to attract new buyers of their product like Apple; they seek to cater to the
fans that have followed them for years on end. In an effort to make themselves
more relevant to the time, the company has taken to a more modern approach to
getting their product out there to their fans; social media. Almost every
wrestler, past and present, has a Twitter and Facebook with millions of fans
following them. As a company, WWE knows that their younger fans are more
attached to the internet today than their fans were back in the 80s and 90s. Given
that, it only seems smart for WWE to embrace social media with open arms.
[Courtesy of World Wrestling Entertainment]
One of the major transmedia aspects of WWE is WWE
Studios, which is a branch of the company whose prime focus is to make feature
films and DVDs using WWE wrestlers. As an older generation fan, I hate these
things; but I notice that the younger generation of fans love watching their favorite
wrestlers in movies and TV shows. Two of the biggest stars that WWE exploits
are The Rock (no picture needed) and John Cena (the guys in pink above). Their
fandom reaches millions, and when that happens they become the face of the
company charged with pushing the WWE product forward through many forms of
social media and multimedia.
For any company, transmedia is a major aspect. You have
to get your product out there in any way you can. Whether you're Apple or WWE,
your lifeblood is your fanbase that purchase your product over and over again.
In this aspect and in this time, different forms of media are the best way to
get noticed and stay relevant. WWE proves this daily by staying so dedicated to
their product and their fans that they evolve with the times and move forward.
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