COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Transmedia: The Holy Grail of Branding and Storytelling
Creator:
Villalobos, Eduardo Rivero
Subject:
Thesis (M.F.A.) -- Advertising
Subject:
Savannah College of Art and Design -- Department of Advertising
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
"This research paper encompasses the exploration of transmedia marketing as a bridge to
successfully expand an existent IP (intellectual property) into the multiplatform world of a savvy,
rarely-satisfied modern audience without losing the property’s identity. While technology
provides a new medium for franchises and brands alike to tell their stories, only transmedia
storytelling provides a cohesive and well developed game plan that makes a story work in a
multi-platform universe."
successfully expand an existent IP (intellectual property) into the multiplatform world of a savvy,
rarely-satisfied modern audience without losing the property’s identity. While technology
provides a new medium for franchises and brands alike to tell their stories, only transmedia
storytelling provides a cohesive and well developed game plan that makes a story work in a
multi-platform universe."
Abstract:
Keywords: transmedia, marketing, storytelling, Millennial, film, TV, video games
Publisher:
Savannah, Georgia : Savannah College of Art and Design (Atlanta)
Date:
2017-03
Format:
PDF : 49 pages