A good example for transmedia storytelling is Prison Dancer. The creative and marketing approach is very inspiring for live entertainment projects. Prison Dancer started around 2009. The storyworld comprises a 12-episode interactive musical web series, a stage musical, an original soundtrack, and “live shows.” Further more there is merchandising and music download integrated. It was created by Romeo Candido, Carmen De Jesus and Ana Serrano a team of transmedia producers, writers and new media marketers. Check it out at: prisondancer.com or follow @prisondancer
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