Transmedia Brand Storytelling: Immersive Experiences from Theory to Practice

This book explores transmedia storytelling as a form of brand communication, presenting global research and a Transmedia Brand Storytelling Model for Practice. It aims to better understand and communicate the opportunities and barriers to producing transmedia brand storytelling campaigns for practitioners.

Format: Hardback
Length: 281 pages
Publication date: 05 October 2023
Publisher: Springer Verlag, Singapore

This comprehensive book delves into the realm of transmedia storytelling as a powerful tool for brand communication. It offers a fresh perspective on this evolving narrative approach by exploring its theoretical foundations and practical applications through extensive survey and interview data collected from industry experts in creative, marketing, advertising, and public relations fields. The book's final section presents a comprehensive analysis of contemporary transmedia campaigns from different countries, offering valuable insights and proposing a practical Transmedia Brand Storytelling Model for Practice. The primary objective of this book is to enhance practitioners' understanding and effective communication of the real-world opportunities and challenges involved in creating transmedia brand storytelling campaigns.

Introduction:
Transmedia storytelling has emerged as a cutting-edge form of brand communication, leveraging multiple media platforms to create immersive and engaging experiences for audiences. This book aims to provide a comprehensive exploration of this evolving narrative approach, shedding light on its theoretical underpinnings and practical applications.

Theoretical Foundations:
The book delves into the theoretical foundations of transmedia storytelling, examining its origins, evolution, and key concepts. It explores how transmedia storytelling can enhance brand engagement, storytelling, and audience participation, and how it can create a seamless and interconnected experience across different media platforms.

Practical Application:
The practical application of transmedia storytelling is explored through survey and interview data from industry professionals. The book provides insights into the creative processes, marketing strategies, advertising campaigns, and public relations efforts that are employed in transmedia storytelling campaigns. It highlights the challenges and opportunities that practitioners face when creating these campaigns, and offers practical solutions and best practices for successful execution.

Contemporary Campaign Analysis:
The final section of the book analyzes contemporary transmedia campaigns from various countries. It provides a deep dive into the strategies, storytelling techniques, and technological innovations that are employed in these campaigns. The analysis highlights the success factors and lessons learned from these campaigns, and proposes a Transmedia Brand Storytelling Model for Practice.

Conclusion:
In conclusion, this book offers a comprehensive and insightful exploration of transmedia storytelling as a form of brand communication. It provides practitioners with a deep understanding of the theoretical foundations, practical applications, and contemporary campaigns that shape this evolving narrative approach. By leveraging the power of transmedia storytelling, brands can create immersive and engaging experiences that resonate with their audiences, fostering stronger brand loyalty and engagement.

Weight: 514g
Dimension: 210 x 148 (mm)
ISBN-13: 9789819940004
Edition number: 1st ed. 2023