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

Annika Wiklund-Engblom, Simon Staffans, Suvi Markko, Michael Smirnoff, Robert Olander

Research output: Chapter in Book/Conference proceedingChapterScientificpeer-review


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. 

Original languageUndefined/Unknown
Title of host publicationCrossmedia-Kommunikation in kulturbedingten Handlungsräumen: Mediengerechte Anwendung und zielgruppenspezifische Ausrichtung
EditorsChristopher M. Schmidt
ISBN (Electronic)978-3-658-11076-5
ISBN (Print)978-3-658-11075-8
Publication statusPublished - 2016
MoE publication typeA3 Part of a book or another research book


  • corporate storytelling
  • transmedia storytelling

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