Transmedia Branding: Engage Your Audience

Burghardt Tenderich, Jerried Williams

• Publisher: USC Annenberg Press
• Year: 2015
• Topic: Business
• eBook ISBN:
  9781625179067
• Subtopic: Media & Communications Industry
• Index: Business

You're either fully engaged with your audience or you're irrelevant. The choice is yours. What do Chipotle, The Matrix, Intel, Old Spice and the Teenage Mutant Ninja Turtles branding and marketing experts know that you don't? How have disruptive economics, consumerism, and spreadable media evolved the relationship between brands and their audiences? We've heard it before—decreased barriers to entry, increased accessibility to technology, and the ability to virtually connect with experts around the globe have ignited a fiercely competitive battle for eyeballs. In this crowded media environment, how can brands create campaigns that people want to engage with and to share with others? What mistakes should be avoided? In Transmedia Branding: Engage Your Audience, Burghardt Tenderich and Jerried Williams traverse the entertainment industry, technology sector, and consumer goods to show the timeless relevance of some of the most important contributors in marketing and communications: David Ogilvy, Edward Bernays, Philip Kotler, and Henry Jenkins. They provide a methodology for developing transmedia branding campaigns to engage audiences along with multiple case studies for further insight. The e-book targets marketing and public relations practitioners, students, academics and anybody interested in the rapidly evolving world of marketing communications and public relations.

Table of contents

• Cover
• Title Page
• Copyright
• Navigation Tip
• Table of Contents
• About the Authors
• Foreword by Monika Schulze
• Acknowledgments
• Introduction
• Chapter 1: The Power of Disruption
• Chapter 2: The Effect of Consumerism on Corporate Communication
• Chapter 3: The Transmedia Storytelling Concept
• Chapter 4: The Principles of Transmedia Storytelling
• Chapter 5: The Entertainment Industry: The Early Adopter of Transmedia Storytelling
• Chapter 6: Applying Transmedia Storytelling to Marketing and Brand Communication
• Chapter 7: The Design Elements of Transmedia Branding
• Chapter 8: The Significance of Culture Jamming
• Chapter 9: The Use of Netnography for Community Research
• Chapter 10: The Future of Brand & Marketing Communication
• Chapter 11: Dos Equis’ “The Most Interesting Man in the World” Campaign
• Chapter 12: Chipotle’s “Food With Integrity” Case Study
• Chapter 13: Video Game High School
• Chapter 14: Red Bull Stratos’ “Mission to the Edge of Space” Campaign
• Chapter 15: USA TV Network’s “Characters Unite” Campaign
• Endnotes