Transmedia Storytelling, an ally of Corporate Communication: #Dropped by Heineken case study

Corporate Communication changes trying to follow new social, technological and media dynamics. In the current context, it begins to experience with transmedia storytelling that offers a story to explain, multiple platforms and distinct levels of audience participation. Up to now, transmedia storytel...

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Bibliographic Details
Published in:	Communication & Society Vol. 27; no. 3; pp. 127 - 150
Main Author:	Carmen Costa-Sánchez
Format:	Journal Article
Language:	English
Published:	Universidad de Navarra 01-06-2014
Subjects:	audience corporate communication media participation transmedia storytelling
Online Access:	Get full text
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Summary:	Corporate Communication changes trying to follow new social, technological and media dynamics. In the current context, it begins to experience with transmedia storytelling that offers a story to explain, multiple platforms and distinct levels of audience participation. Up to now, transmedia storytelling has been studied especially linked to fiction brands (television, cinematographic or literary, fundamentally). This article is one of the first in tackling a corporate campaign from the key elements of transmedia storytelling: story, media/platforms and audiences. It highlights the importance of the new tendency for the future of Corporate Communication.
ISSN:	2386-7876