Transmedia Brand Storytelling

Beschreibung

This book presents new global research on transmedia storytelling as a form of brand communication. It explores the theoretical underpinnings of transmedia storytelling and its practical application through survey and interview data from creatives, marketing, advertising and public relations practitioners. The final section analyzes contemporary campaigns from various countries and proposes a Transmedia Brand Storytelling Model for Practice, based on primary and secondary research data. The book aims to better understand and communicate the real-world opportunities and barriers to producing transmedia brand storytelling campaigns for practitioners.


This book presents new global research on transmedia storytelling as a form of brand communication. It explores the theoretical underpinnings of transmedia storytelling and its practical application through survey and interview data from creatives, marketing, advertising and public relations practitioners. The final section analyzes contemporary campaigns from various countries and proposes a Transmedia Brand Storytelling Model for Practice, based on primary and secondary research data. The book aims to better understand and communicate the real-world opportunities and barriers to producing transmedia brand storytelling campaigns for practitioners.

A contemporary exploration of transmedia storytelling theory from an international brand perspective Includes findings from interviews with brand storytelling practitioners from a wide range of countries and sectors Draws on analysis of primary and secondary research data to propose a Transmedia Brand Storytelling Model for Practice

Autor*in

Karen E. Sutherland

Themen in »Transmedia Brand Storytelling«

Transmedia Storytelling Gillette Sachin: A Billion Dreams Wander Geelong and The Bellarine Storyworld Construction Immersive Brand Experiences Practitioners of Transmedia Storytelling Transmedia Storytelling Campaigns Brand Storytelling Audience Engagement Brand narratives Digital Storytelling Media-Communication

Stimmen zu »Transmedia Brand Storytelling«

Details

Link teilen