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Marketing cross media: towards a narrative interpretation of experience(s)

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Valentina Rao
Valentina Rao

The document discusses cross-media marketing and how it is often referred to as "experience". It proposes analyzing cross-media storytelling through the lens of experience as a narrative form. Experience can encompass the different aspects of cross-media storytelling while maintaining a central perspective. There are three main types of narrative in experiences: environmental/emerging storytelling, conversational storytelling, and collaborative storytelling. Analyzing experience as a narrative form may provide useful insights into understanding the dynamics of cross-media storytelling.

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MARKETING CROSS MEDIA: TOWARDS A NARRATIVE INTERPRETATION OF EXPERIENCE(S) A presentation by Valentina Rao @ Factory Girl
Cross media often marketed as “experience” ,[object Object],[object Object],[object Object],[object Object],[object Object]
Experience is
 Location-based entertainment, “brandscaping”
Brand enactment Experience is

Cross media storytelling (as a whole) Experience is

brand transmedial story transmedial world franchise (Hollywood) experience marketing viral experience design (web) everyday language philosophy psychology architecture virtual reality gameplay
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A proposal: experience as a narrative form ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ experience” versus “AN experience” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ experience” “ An experience”
[object Object],[object Object]
How does experience work as narrative? We can already identify some components of cross media storytelling as objects of future investigation:
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Design Experience the experience (perception) Personal level (cognition and personal expression) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Dialogue between “macro” and “micro” stories
Main types of narrative in experience(s): ,[object Object],[object Object],[object Object]
Environmental storytelling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conversational storytelling ,[object Object],[object Object],[object Object]
Collaborative storytelling ,[object Object],[object Object],[object Object]
CONCLUSIONS/1 ,[object Object],[object Object]
[object Object],[object Object],CONCLUSIONS/2
Thank you for your attention! inarao @ factorygirl .it www. factorygirl .org www. factorygirl .org/ gamesacrossmedia

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Marketing cross media: towards a narrative interpretation of experience(s)

  • 1. MARKETING CROSS MEDIA: TOWARDS A NARRATIVE INTERPRETATION OF EXPERIENCE(S) A presentation by Valentina Rao @ Factory Girl
  • 2.
  • 3. Experience is
 Location-based entertainment, “brandscaping”
  • 5. Cross media storytelling (as a whole) Experience is

  • 6. brand transmedial story transmedial world franchise (Hollywood) experience marketing viral experience design (web) everyday language philosophy psychology architecture virtual reality gameplay
  • 7.
  • 8.
  • 9.
  • 10.
  • 11. How does experience work as narrative? We can already identify some components of cross media storytelling as objects of future investigation:
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. Thank you for your attention! inarao @ factorygirl .it www. factorygirl .org www. factorygirl .org/ gamesacrossmedia