ВЛИЈАНИЕТО НА ТРАНСМЕДИЈАЛНОТО РАСКАЖУВАЊЕ ВО СОВРЕМЕНИОТ МАРКЕТИНГ
The Impact of Transmedia Storytelling in Modern Marketing

Summary/Abstract: In this paper, I will analyze the concept of transmedia storytelling in a marketing, ie, i will explain the role of transmedia in modern marketing trends. In the first part i will discuss the term transmedia storytelling in the context of media divergence and participatory culture in which the audience is not just a passive recipient but actively participates in the creation of content. I will answer the questions: What is transmedia and transmedia storytelling? What is its role in the new participatory culture? The transmedia process of creating stories that enable an interactive experience occupies a key place in today’s marketing campaigns. I will explain that in the second part of my paper, where through the analysis of two specific cases - campaigns, I will show the marketing value that this way of storytelling brings. The first example is the marketing campaign for Old Spice from 2010. It is one of the first and most successful campaigns that uses the transmedia concept, where by developing an interactive relationship with the audience, it manages to convert the consumer into a fan and revive a dying brand. In the second example, I will analyze transmedia marketing through the example of the television series Game of Thrones, as part of the broader transmedia marketing strategy of the HBO channel. In the case where the brand itself is a story, marketing (para)texts become an integral part of the wider transmedia story/text.

• Details
• Contents