Transmedia Brand Storytelling

Download or read book Transmedia Brand Storytelling written by Karen E. Sutherland and published by Springer Nature. This book was released on 2023-11-04 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.