Transmedia Storytelling: Conne...

Transmedia Storytelling: Connecting Consumers to Brands Through Modern Storytelling

Meghan Gargan, Likeable Media

From marketing to social media to branding, storytelling is the heart of communication, which is why transmedia storytelling has been named as one of the hottest trends of 2011. Brands such as Starbucks, Mattel and Old Spice have woven this modern storytelling approach into some of their most successful campaigns, proving that a well-told story resonates with audiences and connects consumers to brands. But what exactly is transmedia and how is it incorporated into a campaign? This session provides an understanding of transmedia as a storytelling and branding tool, debunks myths surrounding the technique, and looks at case studies that demonstrate successful implementation of transmedia to communicate a story or message.

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