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.
|Titel på gästpublikation||Crossmedia-Kommunikation in kulturbedingten Handlungsräumen: Mediengerechte Anwendung und zielgruppenspezifische Ausrichtung|
|Redaktörer||Christopher M. Schmidt|
|Status||Publicerad - 2016|
|MoE-publikationstyp||A3 Del av bok eller annan forskningsbok|
- corporate storytelling
- transmedia storytelling