When developing any kind of story arc, whether for a piece of content or for a marketing campaign, it’s extraordinarily important to think about how you can move that arc across multiple platforms. Characters can’t be static any longer, your brand can’t be either. This is a great article from the very clever people at Technology Review that goes into a lot more detail about media convergence.

Let’s face it: we have entered an era of media convergence that makes the flow of content across multiple media channels almost inevitable. The move toward digital effects in film and the improved quality of video game graphics means that it is becoming much more realistic to lower production costs by sharing assets across media. Everything about the structure of the modern entertainment industry was designed with this single idea in mind-the construction and enhancement of entertainment franchises.

- Transmedia Storytelling