The following post was commissioned the International Association of Business Communications ( IAB...
The more the audience can participate in your storyworld, the greater their emotional connection.
By now you’ve heard the buzz about transmedia storytelling, right? Stories that reach fans across multiple delivery platforms, like those created by the big entertainment franchises (Star Wars, Batman, Glee, American Idol, Halo, Harry Potter and more).
Or the big consumer brands, whose inventive story-centric experiences have deepened customer engagement (like Coca-Cola, Audi, Old Spice, Mattel, Wrigley and Levi’s).
Or a new class of independent experience designers who are pioneering this art form with more imagination than money. They are tapping into the power of new digital platforms, devices and social media.
All of which is leading many marketers to believe that transmedia storytelling is the future of brand building and consumer engagement. By using these new techniques, marketers expand their brand campaigns across various media, reach new audiences, deepen engagement, and delight in the story and its messages....