Transmedia Brand Storytelling: Immersive Experiences from Theory to Practice

Prologue
Firstly, Why Is There a Need for This Book?
What Value Do We Hope Readers Gain from Reading This Book?
Addressing the Elephant in the Room: Is It Even Called Transmedia Storytelling Anymore?
References
Contents
List of Figures
List of Tables
1 Transmedia Brand Storytelling—Immersive Campaign Experiences from Theory to Practice
	Section 1—Transmedia Brand Storytelling Theory
	Chapter 2—What is Transmedia Storytelling?
	Chapter 3—The Creative Logic of Transmedia Storytelling
	Section 2—Transmedia Brand Storytelling Theory in Practice
	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
	Section 3—Transmedia Brand Storytelling Campaign Case Analyses
	Chapter 8—Case Study One: SickKids Airbnb (Canada)
	Chapter 9—Case Study Two: VFR Campaign: Wander Geelong and the Bellarine (Australia)
	Chapter 10—Case Study Three: Sachin: A Billion Dreams (India)
	Chapter 11—Case Study Four: Airbnb Wall and Chain (United States of America)
	Chapter 12—The Future of Transmedia Brand Storytelling and a Model for Practice
	Epilogue
	References
Part I Transmedia Brand Storytelling Theory
2 What is Transmedia Brand Storytelling?
	Defining Transmedia Storytelling in Brand Communication Contexts
	The Rise of Transmedia Storytelling for Brands
	The Shape of Transmedia Storytelling
	The Challenges of Transmedia Storytelling for Brands
	Conclusion
	References
3 The Creative Logic of Transmedia Brand Storytelling
	From “Shackled” to “Living”—Brands in the Digital Era
	The Art and Science of Transmedia Storytelling
	Aligned but Distinctive: Narrative and Story
	Extending the Narrative into Unique but Connected Stories
	Where Transmedia Storytelling Begins
	Creating Transmedia Storytelling Projects
	Making Transmedia Storytelling Content
		Conceiving the Storyworld
		Building Brand Communities
		Gaming the Storyworld
		Focusing on the Experience
		Putting the Story First
	Mapping the Audience Journey
	Conclusion: Tying the Threads Together
	References
Part II Transmedia Brand Storytelling Theory in Practice
4 Practitioner Perceptions of Transmedia Brand Storytelling
	Gathering and Analysing the Practitioner Perspectives
	While the Term is not Commonly Used, the Approach is Understood
	Transmedia Storytelling Exists Due to Changing Audience Behaviours
	A Means of Illustrating Brand Values
	Situating the Benefits of Transmedia Storytelling
		The Emotional Pull of Storytelling
		More Channels Allow for Greater Visibility
		Stories Give Audiences Something of Value
		Participatory Experiences Support Immersion
	Transmedia Storytelling Needs Brave Clients Who Embrace Creativity
	The “Why” Transmedia Brand Storytelling: From Theory to Practice
	Shining a Light on Less Apparent Benefits
	Giving Value and Reflecting Cultural Dynamics
	Conclusion
	References
5 Planning and Creating Transmedia Storytelling Projects
	Transmedia Storytelling Is a More Natural Fit for Some Product Categories Than Others
	Transmedia Storytelling Can Be Effective as Both a Brand and Short-Term Campaign Approach
	The Creative Process Starts with the Central Narrative
	Platform Selection Is Determined by the Audience and Budget First, then Shaped by Other Factors
	Social Stories Are Highly Effective
	Powerful Transmedia Storytelling Projects Reflect Cultural Dynamics
	Evoking Playfulness and Creativity
	Creativity, Culture and Social Stories: From Theory to Practice
	Bringing Narrative and Transmedia Models into Practice
	Towards a Scalable Model of Transmedia Storytelling
	Conclusion
	References
6 Audience Participation and “Learning” Transmedia Storytelling
	Participation Emerges from Understanding the Audience and Encouraging Creativity
	Authenticity and a Sense of Community Foster Participation
	Providing Something of Value Within the Storyworld and Psychological Rewards Matter
	Simplicity and Earned/shared Content Loops Were Emphasised
	Practice Is Based on “Gut Feeling” and “Osmosis”
	Ongoing Learning Occurs Through Trial and Error, and Reflection
	Complex Storyworlds Take Time to Craft and Cohesively Implement
	Encouraging Participation and Learning to Tell the Story: From Theory to Practice
	Modelling the Audience Journey and Facilitating Conversations
	Towards a Reduction in the Practitioner and Academic Gap
	Conclusion
	References
7 Evaluating Transmedia Brand Storytelling Experiences
	Analysis of Transmedia Storytelling Theory
	Theoretical Frameworks to Evaluate Audience Engagement
		Pratten’s Five Stages of Audience Engagement (2011, 2015, p. 93)
		Phillips’ Engagement Pyramid (2012, p. 104)
		den Buysch and van der Kaa’s Toggle Switch Model (2018)
	Transmedia Measurement Tools
	Analysis of Practitioner Responses
	Interview Results
		Most Preferred Focus of Evaluation: Achievement of Campaign Goals/Objectives/KPIs and Return on Investment (ROI)
		Next Preferred Focuses of Evaluation: Audience Engagement and Channel Performance
		Additional Evaluative Methods
			Awareness
		Impressions
		Brand Tracking or Brand Health
	Survey Results
	Discussion
	Key Implications to Practice
	Conclusion
	References
Part III Transmedia Brand Storytelling Campaign Case Analyses
8 Case Study One: SickKids Airbnb (Canada)
	How the SickKids Airbnb Campaign Originated
	Challenges Faced
	The Transmedia Brand Storytelling Solution and Planning Process
	The Campaign Narrative
	The Campaign's Storyworld
	Airbnb Listing
	Immersive Experience
	Traditional Media
	Social Media
	Campaign Video
	Website
	Campaign Launch
	Each Platform’s Unique Contribution
	The Airbnb Listing
	Immersive Experience
	Traditional Media
	Social Media
	Website
	Audience Participation
	Evaluation
	Transmedia Brand Storytelling Theory to Practice
	Conclusion
	References
9 Case Study Two: VFR Campaign—Wander Geelong and the Bellarine (Australia)
	Research Identifies Both the Problem and a Possible Solution
	Targeting the Untapped Market at the Kitchen Table
	The Transmedia Brand Storytelling Solution
	Generating Collaboration: A Crucial Component of the Campaign Planning Process
	The Campaign Narrative
	The Storyworld (Platforms and Their Unique Contributions)
	Digital Platforms
		The Campaign App
		Social Media
		Landing Page
	Email Direct Marketing
	Offline Platforms
		Participating Business Locations
	Posters
	Audience Participation
	Depth and Scale
	Evaluation
	Transmedia Brand Storytelling Theory to Practice
	Conclusion
	References
10 Case Study Three—Sachin: A Billion Dreams (India)
	How the Sachin: A Billion Dreams Campaign Originated
	Challenges Everymedia Faced with Developing the Sachin: A Billion Dreams Campaign
	The Transmedia Brand Storytelling Solution
	The Planning Process
	The Campaign Narrative
	The Campaign’s Storyworld
	Campaign Launch
	Interactive Campaigns
	Offline Events
	Contests to Generate Audience Engagement
	Videos with Cricket Stars to Promote the Film
	Each Platform’s Unique Contribution
	Social Media (Twitter, Facebook, Instagram and YouTube)
	Campaign Website
	Email Marketing
	Traditional Media Coverage
	Offline Events
	Audience Participation
	Evaluation
	Key Outcomes and Learnings
	Transmedia Brand Storytelling Theory to Practice
	Conclusion
	References
11 Case Study Four: Airbnb Wall and Chain (United States of America)
	How This Airbnb Campaign Originated
	Challenges Faced
	The Transmedia Brand Storytelling Planning Process
	The Campaign Narrative
	The Campaign’s Storyworld
	A Short Animated Video
	An Immersive Digital Experience
	Long-Form Articles
	Social Media
	Behind-The-Scenes Videos
	Offline Experience—Berlin Unification Party
	Traditional Media
	Campaign Microsite
	Campaign Launch
	Each Platform’s Unique Contribution
	A Short Animated Video
	An Immersive Digital Experience
	Long-Form Articles
	Social Media
	Behind-the-Scenes Videos
	Offline Experience—Berlin Unification Party
	Traditional Media
	Campaign Microsite
	Audience Participation
	Passive Audience Participatory Techniques
	Audience Participatory Techniques for the Highly Engaged
	Evaluation
	Key Outcomes
	Transmedia Brand Storytelling Theory to Practice
	Conclusion
	References
Part IV Conclusion
12 The Future of Transmedia Brand Storytelling and a Model for Practice
	Past Predictions of Transmedia Storytelling and Their Accuracy
	Practitioner Forecasts of Transmedia’s Future
		Prediction 1. The Future Is Reliant on Technological Evolution
		Prediction 2. Use of the Metaverse and Web3
		Prediction 3. Use of Virtual Reality and Augmented Reality
		Prediction 4. Long-Form Brand Content
		Prediction 5. A Focus on Communicating Brand Values and Supporting Social Causes
		Prediction 6. Greater Brand Authenticity
		Prediction 7. Greater Audience Control
	Transmedia Predictions: The Authors’ Forecast
	Authors’ Prediction 1. AI Will Never Replace the Human Element of Storytelling
	Authors’ Prediction 2. The TikTokification of Content Will Continue
	Authors’ Prediction 3. The Homogenisation of Social Media Platforms
	Authors’ Prediction 4. The Rise of Playfulness, Joy and Community Expression
	Towards a Transmedia Brand Storytelling Model for Practice
	Problem Identification
	Research
	Central Narrative Identification
	Pitch Development
	Pitch to Client
	Initial Concept Approval
	Concept Refinement
	Deeper Audience Research
	Platform Selection
	Storyworld Structure
	Testing and Refinement
	Storyworld Execution
	Storyworld Evaluation
	Scalability
	Conclusion
	References
Epilogue
References
Index