Building Out Transmedia Strategies: Where Storytelling & Marketing Collide. скачать в хорошем качестве

Building Out Transmedia Strategies: Where Storytelling & Marketing Collide.

Engaging audiences is not new to storytellers - it's called marketing. Though as storytelling continues to evolve in the 21st century, marketing becomes less about shaping audience's opinions of a story and becomes more about creating story experiences that captivate and engage audiences and building relationships with them. Lara Hoefs, The Twilight Saga Brand Manager and Transmedia Producer, takes a social psychological perspective on building successful transmedia storytelling strategies. Using case studies of The Twilight Saga and other examples, Lara dissects the way in which 21st century storytelling and marketing have become intricately intertwined with lines blurring as to where storytelling ends and marketing begins (and vice versa). Story creators are challenged to think more like marketers. And marketers, like storytellers. Within these blurring lines is where the problem of IP monetization begins to work itself out. Find out how each story experience within the IP strategy ends up being a stream of IP revenue, a means of building awareness/engagement (marketing) or both.