Sutherland, Karen E. <br/><br/>
Transmedia brand storytelling:  immersive experiences from theory to practice 

 - Singapore  Springer  2023 
 - xiii, 281 p. 
<br/><br/> Table of contents:<br/>Front Matter<br/>Pages i-xiii<br/>Download chapter PDF <br/>Transmedia Brand Storytelling—Immersive Campaign Experiences from Theory to Practice<br/>Karen E. Sutherland, Richie Barker<br/>Pages 1-15<br/>Transmedia Brand Storytelling Theory<br/>Front Matter<br/>Pages 17-17<br/>Download chapter PDF <br/>What is Transmedia Brand Storytelling?<br/>Karen E. Sutherland, Richie Barker<br/>Pages 19-35<br/>The Creative Logic of Transmedia Brand Storytelling<br/>Karen E. Sutherland, Richie Barker<br/>Pages 37-60<br/>Transmedia Brand Storytelling Theory in Practice<br/>Front Matter<br/>Pages 61-61<br/>Download chapter PDF <br/>Practitioner Perceptions of Transmedia Brand Storytelling<br/>Karen E. Sutherland, Richie Barker<br/>Pages 63-80<br/>Planning and Creating Transmedia Storytelling Projects<br/>Karen E. Sutherland, Richie Barker<br/>Pages 81-102<br/>Audience Participation and “Learning” Transmedia Storytelling<br/>Karen E. Sutherland, Richie Barker<br/>Pages 103-123<br/>Evaluating Transmedia Brand Storytelling Experiences<br/>Karen E. Sutherland, Richie Barker<br/>Pages 125-148<br/>Transmedia Brand Storytelling Campaign Case Analyses<br/>Front Matter<br/>Pages 149-149<br/>Download chapter PDF <br/>Case Study One: SickKids Airbnb (Canada)<br/>Karen E. Sutherland, Richie Barker<br/>Pages 151-174<br/>Case Study Two: VFR Campaign—Wander Geelong and the Bellarine (Australia)<br/>Karen E. Sutherland, Richie Barker<br/>Pages 175-195<br/>Case Study Three—Sachin: A Billion Dreams (India)<br/>Karen E. Sutherland, Richie Barker<br/>Pages 197-221<br/>Case Study Four: Airbnb Wall and Chain (United States of America)<br/>Karen E. Sutherland, Richie Barker<br/>Pages 223-243<br/>Conclusion<br/>Front Matter<br/>Pages 243-243<br/>Download chapter PDF <br/>The Future of Transmedia Brand Storytelling and a Model for Practice<br/>Karen E. Sutherland, Richie Barker<br/>Pages 247-271<br/><br/>[https://link.springer.com/book/10.1007/978-981-99-4001-1] 
<br/><br/> 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.<br/><br/>(https://link.springer.com/book/10.1007/978-981-99-4001-1) 
<br/><br/><label>ISBN: </label>9789819940004 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand--marketing
<br/><br/><label>Dewey Class. No.: </label>658.827  / SUT