000			03105nam a22002057a 4500
005			20251010183802.0
008			251010b |||||||| |||| 00| 0 eng d
020			_a9789819940004
082			_a658.827 _bSUT
100			_aSutherland, Karen E. _925452
245			_aTransmedia brand storytelling: _bimmersive experiences from theory to practice
260			_aSingapore _bSpringer _c2023
300			_axiii, 281 p.
365			_aINR _b3772.47
500			_aTable of contents: Front Matter Pages i-xiii Download chapter PDF 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 Download chapter PDF 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 Download chapter PDF 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 Download chapter PDF 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 Download chapter PDF 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]
520			_aThis 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)
650			_aBrand--marketing _925453
700			_aBarker, Richie _925454
942			_cBK _2ddc
999			_c10331 _d10331