Overview
- 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
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About this book
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.
Keywords
- Transmedia Storytelling
- Gillette
- Sachin: A Billion Dreams
- Wander Geelong and The Bellarine
- Storyworld Construction
- Immersive Brand Experiences
- Practitioners of Transmedia Storytelling
- Transmedia Storytelling Campaigns
- Transmedia Storytelling
- Brand Storytelling
- Audience Engagement
- Immersive Brand Experiences
- Brand narratives
- Digital Storytelling
- Media-Communication
Table of contents (12 chapters)
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Front Matter
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Transmedia Brand Storytelling Theory
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Front Matter
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Transmedia Brand Storytelling Theory in Practice
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Front Matter
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Transmedia Brand Storytelling Campaign Case Analyses
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Front Matter
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Conclusion
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Front Matter
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Back Matter
Authors and Affiliations
About the authors
Dr Richie Barker is a Senior Lecturer in Communication at Deakin University’s School of Communication and Creative Arts and Fellow of the Higher Education Academy. His scholarly research focuses on the evolving nature of professional communication practice in the digital media era. Of specific interest are topics of digital media’s disruption of advertising creativity, ageism in advertising and the application of transmedia storytelling in brand communication contexts. His research has been published in Convergence, Transformations, Sociological Review, Journal of Interactive Advertising, Journal of Media Practice, Journal of Communication Management and Creative Industries Journal. Before becoming a brand communication researcher and educator, Dr Barker worked in the fields of advertising and digital media for clients in corporate, not-for-profit and government sectors.
Bibliographic Information
Book Title: Transmedia Brand Storytelling
Book Subtitle: Immersive Experiences from Theory to Practice
Authors: Karen E. Sutherland, Richie Barker
DOI: https://doi.org/10.1007/978-981-99-4001-1
Publisher: Palgrave Macmillan Singapore
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023
Hardcover ISBN: 978-981-99-4000-4Published: 05 October 2023
eBook ISBN: 978-981-99-4001-1Published: 03 October 2023
Edition Number: 1
Number of Pages: XIII, 281
Number of Illustrations: 1 b/w illustrations, 22 illustrations in colour
Topics: Marketing, Media and Communication, Branding, Corporate Communication/Public Relations, Media and Communication