TRANSMEDIA STORYTELLING AND TRANSMEDIA ADVERTISING AS TOOLS OF COMMUNICATION AND PROMOTION

Abstract

Since the 2000s and up to the present day, transmedia awareness has been developing more and more, encompassing many areas of everyday life. Technological convergence and the subsequent evolution of media have led to the development of a new communication practice: transmedia storytelling. It can have many applications, from cinema to video games, as it is suitable for experimentation, especially in a transmedia environment. More than that, it is also used as a communication strategy, as it creates an exciting and engaging experience that introduces the audience to a new fictional universe, and also it manages to expand that world through various media to reach into reality. The opportunities offered by the practice of transmedia storytelling are so wide that it is also possible to develop promotional operations leading to the creation of transmedia marketing projects.Thus, starting with the two factors such as transmedia storytelling and audience engagement, it was possible to develop empirically based push models.

Keywords: Transmedia advertising, Transmedia storytelling, Alternate reality games, ARGs, guerrilla marketing, Non-traditional marketing.