Beyond the billboard: The evolution of outdoor advertising
Transmedia storytelling is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies. Each medium contributes uniquely to the narrative, adding depth and engagement while encouraging audiences to actively participate in the story.
This concept isn't new – it actually has deep roots in Hollywood, where some of the biggest blockbuster franchises pioneered the approach long before marketers caught on.
The Hollywood origins
Transmedia storytelling first gained traction in the entertainment world, with franchises such as Star Wars and The Matrix setting the gold standard. George Lucas's Star Wars universe expanded not only through its films, but also through novels, animated series, comic books, video games and even theme park attractions – each medium adding layers to the story and building a richer world.
Similarly, The Matrix didn't just live on the big screen. The Wachowskis extended their narrative through animated shorts such as The Animatrix, video games such as Enter the Matrix and interactive web content – all essential to understanding the larger storyline. This interconnected method of storytelling laid the groundwork for the way brands and creators now think about engaging audiences across multiple channels.
When applied to outdoor advertising, transmedia turns static spaces into dynamic entry points for a larger, multi-platform narrative journey.
From static to story: The evolution of outdoor advertising
A standalone billboard can only say so much. But what if it could lead audiences into a world they could explore further – through mobile interactions, social media, augmented reality, or even real-world activations? Enter transmedia outdoor campaigns.
Rather than being the story itself, the billboard becomes a gateway. For example:
A mysterious QR code on a mural leads to a character's Instagram account.
An interactive bus shelter features a riddle that ties into a branded online game.
A digital screen shows only a glimpse of a film's backstory, inviting viewers to unlock the full narrative via an app.
These experiences don't just advertise; they invite audiences to co-create and live the story.
Why it works: Layered stories, loyal fans
Transmedia storytelling works by allowing different parts of a story to unfold across multiple platforms – each offering a unique piece of the narrative puzzle. A billboard might introduce a mysterious character, while social media reveals their backstory, a mobile game lets users step into their world and a short film deepens the emotional arc.
This layered approach creates a more holistic, immersive experience that feels less like advertising and more like meaningful engagement. It's especially effective for younger audiences who prefer to discover content organically rather than be interrupted by traditional advertisements. By inviting them to explore, participate and piece together the story on their own terms, brands earn attention rather than demand it.
Real-world wins: Transmedia in action
Netflix's Stranger Things Season 4 used urban projections, missing person posters and themed pop-ups to create an eerie presence in cities before the show aired. The story unfolded across social media, augmented reality filters and on Spotify tailored to fans' viewing habits.
Nike's You Can't Stop Us campaign combined outdoor murals with geotagged Instagram posts, fitness app challenges and real-time user-generated content that added layers to the core story of resilience and community.
HBO's Westworld took it a step further with a city-wide scavenger hunt in Austin during the South by Southwest (SXSW) festival, featuring cryptic signage, in-world experiences and a fully interactive website that tied back to outdoor placements.
How brands can use transmedia in OOH
Start with the story, not the space: What is the narrative you want to tell? Who are the characters? What's the conflict or mystery? Your outdoor creative should tease or ignite the journey.
Connect the dots with tech: Use QR codes, near field communication (NFC) chips, AR filters, or geolocation tools to transition users from physical to digital.
Make each platform additive: Avoid simple duplication. Let each touchpoint (poster, video, app, live event) contribute uniquely to the story.
Encourage user participation: Let fans interact, unlock secrets, or even shape outcomes. This boosts emotional investment and viral sharing.
Plan for long-term engagement: Transmedia storytelling isn't just a one-off stunt – it's a narrative arc. Design your campaign to evolve over days or weeks.
The bottom line
From the galaxies of Star Wars to the mind-bending reality of The Matrix, transmedia storytelling has long captivated audiences by building immersive, interconnected worlds. Now, that same magic is reshaping how brands use outdoor advertising. Transmedia turns passive moments – waiting for a bus, walking down a city block – into moments of discovery. In an age when attention is the ultimate currency, turning a billboard into a gateway to the story isn't just smart – it's essential. Outdoor media can either be a powerful standalone platform for transmedia storytelling or seamlessly integrated with indoor, digital and experiential channels to create a cohesive, multi-sensory narrative journey. Whether it's the entire stage or just one scene, outdoor has the power to move the story forward.
The future of advertising isn't just about being seen. It's about being experienced.
By Dr. Stavroula Kalogeras, MBA Programme Director, Edinburgh Business School, Heriot-Watt University Dubai
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