The Multi Platform Story Ecosystem - Brian Seth Hurst takes us on a whirlwind ride through his four models of Transmedia Multi platform storytelling with case studies including Conspiracy for Good, Legion of Extraordinary Dancers, Supernatural. Using his four models (1) Heres the Story (2) I'm Listening (3) My World and Welcome To It (4) Take It, Its Yours - Brian looks at the power of Fan Fiction alongside professionally created Canon and how campaigns must always involve users to great or lesser degrees. He begins by painting a broad picture of how to develop storyworlds and map them across a multi platform ecosystem - while constantly keeping your eye on the franchise as it spreads into user created content. The Story of Transmedia Marketing Stories - A presentation by Brian Seth Hurst, given at the StoryLabs & Screen Australia labs and digital ignition seminar held in Sydney in late Nov 2012. StoryLab's Podcasts: Recorded and Produced by Gary P Hayes