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

doi:10.1007/978-3-658-11076-5

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

Experience Lab

Research output: Chapter in Book/Conference proceeding › Chapter › Scientific › peer-review

Abstract

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 language	Undefined/Unknown
Title of host publication	Crossmedia-Kommunikation in kulturbedingten Handlungsräumen: Mediengerechte Anwendung und zielgruppenspezifische Ausrichtung
Editors	Christopher M. Schmidt
Publisher	Springer
Pages	339–360
ISBN (Electronic)	978-3-658-11076-5
ISBN (Print)	978-3-658-11075-8
DOIs	https://doi.org/10.1007/978-3-658-11076-5
Publication status	Published - 2016
MoE publication type	A3 Part of a book or another research book

Keywords

corporate storytelling
transmedia storytelling

Access to Document

10.1007/978-3-658-11076-5

http://www.springer.com/gp/book/9783658110758#aboutAuthors

Cite this

Wiklund-Engblom, A., Staffans, S., Markko, S., Smirnoff, M., & Olander, R. (2016). Transmedia storytelling for industry promotion: The Case of the Energy Ambassador of EnergyVaasa, Finland. In C. M. Schmidt (Ed.), Crossmedia-Kommunikation in kulturbedingten Handlungsräumen: Mediengerechte Anwendung und zielgruppenspezifische Ausrichtung (pp. 339–360). Springer. https://doi.org/10.1007/978-3-658-11076-5

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Wiklund-Engblom, A, Staffans, S, Markko, S, Smirnoff, M & Olander, R 2016, Transmedia storytelling for industry promotion: The Case of the Energy Ambassador of EnergyVaasa, Finland. in CM Schmidt (ed.), Crossmedia-Kommunikation in kulturbedingten Handlungsräumen: Mediengerechte Anwendung und zielgruppenspezifische Ausrichtung. Springer, pp. 339–360. https://doi.org/10.1007/978-3-658-11076-5

Transmedia storytelling for industry promotion: The Case of the Energy Ambassador of EnergyVaasa, Finland. / Wiklund-Engblom, Annika; Staffans, Simon; Markko, Suvi et al.
Crossmedia-Kommunikation in kulturbedingten Handlungsräumen: Mediengerechte Anwendung und zielgruppenspezifische Ausrichtung. ed. / Christopher M. Schmidt. Springer, 2016. p. 339–360.

Research output: Chapter in Book/Conference proceeding › Chapter › Scientific › peer-review

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Wiklund-Engblom A, Staffans S, Markko S, Smirnoff M, Olander R. Transmedia storytelling for industry promotion: The Case of the Energy Ambassador of EnergyVaasa, Finland. In Schmidt CM, editor, Crossmedia-Kommunikation in kulturbedingten Handlungsräumen: Mediengerechte Anwendung und zielgruppenspezifische Ausrichtung. Springer. 2016. p. 339–360 doi: 10.1007/978-3-658-11076-5