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Sutherland, Karen E.

Transmedia brand storytelling: immersive experiences from theory to practice - Singapore Springer 2023 - xiii, 281 p.

Table of contents:
Front Matter
Pages i-xiii
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Transmedia Brand Storytelling—Immersive Campaign Experiences from Theory to Practice
Karen E. Sutherland, Richie Barker
Pages 1-15
Transmedia Brand Storytelling Theory
Front Matter
Pages 17-17
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What is Transmedia Brand Storytelling?
Karen E. Sutherland, Richie Barker
Pages 19-35
The Creative Logic of Transmedia Brand Storytelling
Karen E. Sutherland, Richie Barker
Pages 37-60
Transmedia Brand Storytelling Theory in Practice
Front Matter
Pages 61-61
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Practitioner Perceptions of Transmedia Brand Storytelling
Karen E. Sutherland, Richie Barker
Pages 63-80
Planning and Creating Transmedia Storytelling Projects
Karen E. Sutherland, Richie Barker
Pages 81-102
Audience Participation and “Learning” Transmedia Storytelling
Karen E. Sutherland, Richie Barker
Pages 103-123
Evaluating Transmedia Brand Storytelling Experiences
Karen E. Sutherland, Richie Barker
Pages 125-148
Transmedia Brand Storytelling Campaign Case Analyses
Front Matter
Pages 149-149
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Case Study One: SickKids Airbnb (Canada)
Karen E. Sutherland, Richie Barker
Pages 151-174
Case Study Two: VFR Campaign—Wander Geelong and the Bellarine (Australia)
Karen E. Sutherland, Richie Barker
Pages 175-195
Case Study Three—Sachin: A Billion Dreams (India)
Karen E. Sutherland, Richie Barker
Pages 197-221
Case Study Four: Airbnb Wall and Chain (United States of America)
Karen E. Sutherland, Richie Barker
Pages 223-243
Conclusion
Front Matter
Pages 243-243
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The Future of Transmedia Brand Storytelling and a Model for Practice
Karen E. Sutherland, Richie Barker
Pages 247-271

[https://link.springer.com/book/10.1007/978-981-99-4001-1]

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.

(https://link.springer.com/book/10.1007/978-981-99-4001-1)

ISBN: 9789819940004

Subjects--Topical Terms:
Brand--marketing

Dewey Class. No.: 658.827 / SUT