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. …mehr
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.
Dr. Sutherland is a Senior Lecturer in Public Relations at the University of the Sunshine Coast, and a Certified AI Consultant. As Director of Dharana Digital Marketing Agency, Dr Karen specialises in using AI for strategic marketing and communication. Dr. Karen has a strong track record of guiding organisations in leveraging AI to enhance efficiency and reduce costs. Her accolades include the 2023 Book Excellence Award in Public Relations and multiple Stevie Awards in 2022. She has designed and delivered training and workshops globally for over a decade across various sectors like health, small business, and education. Her research spans AI in strategic communication, B2B relationships, and social media practice. Dr. Karen has authored two editions of her book 'Strategic Social Media Management - Theory and Practice' published by Palgrave Macmillan downloaded more than 160k times and has featured in top-tier journals and media including ABC News Breakfast, Nine News, the Wall Street Journal and has been Ticker's AI and social media expert since 2019.
Inhaltsangabe
Chapter 1: Transmedia Brand Storytelling - Immersive Campaign Experiences from Theory to Practice.- Chapter 2: What is transmedia storytelling?.- Chapter 3: The creative logic of transmediastorytelling.- Chapter 4: Practitioner perceptions of transmedia storytelling.- Chapter 5: Planning and creating transmedia storytelling projects.- Chapter 6: Audience participation and "learning" transmedia storytelling.- Chapter 7: Evaluating transmedia storytelling experiences.
