Abstract
The final chapter focuses on the future of transmedia brand storytelling by first exploring past predictions from the literature, and comparing those with our findings from the practitioner interviews in this study. The authors then make our own predictions based on our analyses and their possible impact for scholars, practitioners and brands. This chapter concludes with the presentation of a Transmedia Brand Storytelling model for practice, a culmination of the research and analysis undertaken throughout the book and a representation of the practical application of theory to practice. The main aim of this “end-to-end” model is to provide scholars and practitioners with a methodology to underpin the creation of a transmedia branding project that has evolved from the comparative analysis of theoretical concepts and primary research undertaken with creatives and campaign managers. This model for practice can be used by industry practitioners to underpin and guide the development, implementation and evaluation of immersive transmedia branding campaigns.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Abba, T. (2009). Hybrid stories: Examining the future of transmedia narrative. Science Fiction Film and Television, 2(1), 59–75.
Barry, T. E., & Howard, D. J. (1990). A review and critique of the hierarchy of effects in advertising. International Journal of advertising, 9(2), 121–135.
Forristal, L. (2022). TikTok was the top app by worldwide downloads in Q1 2022. TechCrunch. Available at: https://techcrunch.com/2022/04/26/tiktok-was-the-top-app-by-worldwide-downloads-in-q1-2022/. Accessed 27 Nov 2022.
Jenkins, H. (2016). Transmedia logics and locations. In The rise of transtexts (pp. 234–254). Routledge.
Ludlow, P., & Wallace, M. (2007). The second life Herald: The virtual tabloid that witnessed the dawn of the metaverse. MIT Press.
Moneta, A. N. D. R. E. A. (2020). Architecture, heritage and metaverse: New approaches and methods for the digital built environment. Traditional Dwellings and Settlements Review, 32(2), 37–49.
Norrington, A., Pullinger, K., Goico, N. R., & Fitzpatrick, K. (2018). Afterword: The present and future of transmedia practices—A conversation. The Routledge Companion to Transmedia Studies, 473–480.
Phillips, A. (2012). A creator’s guide to transmedia storytelling: How to captivate and engage audiences across multiple platforms. McGraw-Hill Education.
Pixar in a Box. (2017). Pixar in a box: Introduction to storytelling. Khan Academy Labs. Available at: https://www.youtube.com/watch?v=1rMnzNZkIX0. Accessed 27 Nov 2022.
Sánchez-Mesa, D., Aarseth, E. J., Pratten, R., & Scolari, C. A. (2016). Transmedia (Storytelling?): A polyphonic critical review. Artnodes: E-Journal on Art, Science and Technology, 2016(18).
Scolari, C. (2019). Transmedia is dead. Long live transmedia! (or life, passion and the decline of a concept). LIS Letra. Imagen. Sonido. Ciudad Mediatizada, 20, 69–92.
Thomas, D. (2021). Facebook changes its name to Meta in major rebrand. BBC News. Available at: https://www.bbc.com/news/technology-59083601. Accessed 7 Nov 2022.
Zeiser, A. (2015). Transmedia marketing: From film and TV to Games and Digital Media. Routledge.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
About this chapter
Cite this chapter
Sutherland, K.E., Barker, R. (2023). The Future of Transmedia Brand Storytelling and a Model for Practice. In: Transmedia Brand Storytelling. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-99-4001-1_12
Download citation
DOI: https://doi.org/10.1007/978-981-99-4001-1_12
Published:
Publisher Name: Palgrave Macmillan, Singapore
Print ISBN: 978-981-99-4000-4
Online ISBN: 978-981-99-4001-1
eBook Packages: Business and ManagementBusiness and Management (R0)