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Gianluca Fiorelli: "Every brand has a story to tell, and the way users consume stories is changing faster than ever. How will you tell your brand's story across multiple media outlets and platforms, while still giving users an active role in the expansion process?"
The Digital Rocking Chair's insight:
An excellent look at transmedia storytelling and fandom. 
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Transmedia Storytelling, Fan Culture and the Future of Marketing [An Interview with Andrea Phillips]![Transmedia Storytelling, Fan Culture and the Future of Marketing [An Interview with Andrea Phillips] | Transmedia: Storytelling for the Digital Age | Scoop.it](https://img.scoop.it/O1st_hCd1ajKrjz0jFP4DTl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Knowledge@Wharton: "Our current multi-channel, multi-screen, "always on" world is giving rise to a new form of storytelling, dubbed "transmedia," that unfolds a narrative across multiple media channels" ... DRC: Image from Perplex City
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Brand experience is already 'transmedia,' but the opportunity with media convergence is to make it a coordinated story-based experience designed for audience participation. Narrative = cognitive coherence and participation = stakeholders.
Simple but genius.