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.
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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.
