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 Karen Sutherland is a Senior Lecturer in PR at the University of the Sunshine Coast and a Senior Fellow of the Higher Education Academy. A multi-award winning social media educator and author, Dr Sutherland is also the author of award-winning text, Strategic Social Media Management - Theory and Practice by Palgrave Macmillan, co-author of Public Relations and Strategic Communication by Oxford University Press, and Co-Founder of Dharana Digital. Dr Sutherland's research has appeared in journals including Public Relations Review and Media International Australia and she has presented at conferences and industry events in Australia, New Zealand, Portugal, India, the UK and the USA. Dr Sutherland regularly delivers social media workshops and coaching sessions to clients from a range of industries within Australia and around the world. 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.
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.
