In a world where social media and personal mobile devices are becoming increasingly pow-erful and tightly interwoven into the fabric of everyday life, a potential to create new experi-ences with transmedia storytelling and ARG emerges.
A storytelling style which at a glance fits the construction of narratives across emerging and diverging media platforms is transmedia storytelling. Transmedia storytelling is a relatively new term which describes the potential of expanding storytelling across the multitude of me-dia platforms, such as mobile phones, tablets, laptops, computers, TV, cinema, the internet, social media service, comics and books, etc., which can seemingly be transmuted into an endless array of media forms.
A combination of transmedia storytelling and ARG, which utilises the real world as a media platform, has seen an increased use in especially viral marketing campaigns for the releases of new digital entertainment products, such as the “Why So Serious?” marketing campaign for the film Dark Knight and “Flynn Lives” for the film Tron Legacy.
The work presented in this masters’ thesis investigates how an experience that use both physical and digital media platforms, which utilises social media and mobile devices for user interactions and integrates game mechanics and gamification for user motivation, can be developed. Furthermore, this thesis presents a guidemap, which can be used to create a transmedia experience. Finally, a use case example is presented with a video sketch as a proof of concept.