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Transmedia Brand Storytelling Immersive Experiences from Theory to Practice

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 practit...

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Bibliographic Details
Main Authors: Sutherland, Karen E., Barker, Richie (Author)
Format: eBook
Language:English
Published: Singapore Palgrave Macmillan 2023, 2023
Edition:1st ed. 2023
Subjects:
Public Relations
Advertising
Communication In Organizations
Branding (marketing)
Marketing
Branding
Corporate Communication
Online Access:
Collection: Springer eBooks 2005- - Collection details see MPG.ReNa
Table of Contents:
  • Chapter 1: Transmedia Brand Storytelling - Immersive Campaign Experiences from Theory to Practice
  • Chapter 2: What is transmedia storytelling?
  • Chapter 3: The creative logic of transmedia storytelling
  • 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

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