As students are becoming avid online media consumers and creators, participatory culture has shifted the focus of literacy from one of individual expression to one of community involvement (Chan & Herrero, 2010, p. 10). Taking into consideration the challenges and opportunities derived from the integration in formal settings (secondary and higher education) of different forms of participatory culture, this article presents the "New Approaches to Transmedia and Languages Pedagogy" project, developed by Manchester Metropolitan University, which has been motivated by the shift towards multimodal forms of communication and representation and the potential of new technologies to engage in more interactive and meaningful forms of learning and teaching. This research project seeks new avenues to supplement L2 teaching using film and video games as well as integrating transmedia and cross-media projects. [For the complete volume, "Innovative Language Teaching and Learning at University: A Look at New Trends," see ED594807.]