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.
Chapter 1: Transmedia Brand Storytelling - Immersive Campaign Experiences from Theory to Practice.- Chapter 2: What is transmedia storytelling?.- Chapter 3: The creative logic of transmedia
storytelling.- Chapter 4: Practitioner perceptions of transmedia storytelling.- Chapter 5: Planning and creating transmedia storytelling projects.- Chapter 6: Audience participation and learning transmedia storytelling.- Chapter 7: Evaluating transmedia storytelling experiences.
Dr Karen Sutherland is a Senior Lecturer in PR at the University of the Sunshine Coast and a Senior Fellow of the Higher Education Academy. A multi-award winning social media educator and author, Dr Sutherland is also the author of award-winning text, Strategic Social Media Management Theory and Practice by Palgrave Macmillan, co-author of Public Relations and Strategic Communication by Oxford University Press, and Co-Founder of Dharana Digital. Dr Sutherland's research has appeared in journals including Public Relations Review and Media International Australia and she has presented at conferences and industl&
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