Transmedia storytelling for industry promotion: The Case of the Energy Ambassador of EnergyVaasa, Finland

A3 Book section, Chapters in research books

Internal Authors/Editors

Publication Details

List of Authors: Annika Wiklund-Engblom, Simon Staffans, Suvi Markko, Michael Smirnoff, Robert Olander
Editors: Christopher M. Schmidt
Place: Nederländerna
Publication year: 2016
Publisher: Springer
Book title: Crossmedia-Kommunikation in kulturbedingten Handlungsräumen: Mediengerechte Anwendung und zielgruppenspezifische Ausrichtung
Title of series: Europäische Kulturen in der Wirtschaftskommunikation
Start page: 339
End page: 360
ISBN: 978-3-658-11075-8
eISBN: 978-3-658-11076-5


The new media landscape provides opportunities for innovative ways of designing a promotional campaign to engaging a target audience. In this chapter we present a case of how transmedia storytelling was used in a campaign to promote an energy technology cluster in the region of Vaasa, Finland. From the design perspective, a theoretical framework is used for highlighting the importance of authenticity and fluency in how storytelling methods are designed and implemented. Furthermore, examples and excerpts are provided as illustrations of how bridges for fluency are used in the storytelling process. The 2013 campaign was successful in all regards and statistics are presented in comparison to an earlier campaign. Also soft values generated by the campaign is discussed in relation to one company involved in the campaign.


corporate storytelling, transmedia storytelling

Last updated on 2020-29-03 at 05:03