Transmedia branding: brands, narrative worlds, and the McWhopper peace agreement
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- dc.contributor.author Scolari, Carlos Alberto, 1963-ca
- dc.date.accessioned 2018-08-27T14:06:15Z
- dc.date.issued 2018
- dc.description.abstract In recent years there has been much discussion about the links between brands and storytelling. This article briefly describes transmedia storytelling, reflects on some exemplary works to understand its cultural dynamics, and then focuses on one particular aspect: the development of transmedia strategies in branding. This article delves into that area where branding melts and recombines with storytelling, keeping an eye on transmedia worlds throughout. After presenting a semio-narratological analytical model the article applies the categories to Burger King’s successful and internationally recognized McWhopper campaign (Campaign, Brief. 2015. Y&R’s Burger King “McWhopper” campaign:?How a big idea from little New Zealand went global (interview to Tom Paine). Campaign Brief December 31. http://www.campaignbrief.com/ (accessed 16 October 2016)). The analysis spans from the construction of McWhopper’s storytelling to the positioning of competitors in this particular transmedia narrative world. The article concludes with a series of reflections and recommendations for applying semio-narratologic categories to transmedia branding analysis and design.
- dc.format.mimetype application/pdf
- dc.identifier.citation Scolari CA. Transmedia branding: brands, narrative worlds, and the McWhopper peace agreement. Semiotica. 2018 July 20:2018(224):1-17. DOI: 10.1515/sem-2016-0216
- dc.identifier.doi http://dx.doi.org/10.1515/sem-2016-0216
- dc.identifier.issn 0037-1998
- dc.identifier.uri http://hdl.handle.net/10230/35359
- dc.language.iso eng
- dc.publisher De Gruyterca
- dc.relation.ispartof Semiotica. 2018 July 20:2018(224):1-17
- dc.rights © De Gruyter Published version available at https://www.degruyter.com/view/j/semi.ahead-of-print/sem-2016-0216/sem-2016-0216.xml http://dx.doi.org/10.1515/sem-2016-0216
- dc.rights.accessRights info:eu-repo/semantics/openAccess
- dc.subject.keyword Transmedia
- dc.subject.keyword Storytelling
- dc.subject.keyword Branding
- dc.subject.keyword Transmedia worlds
- dc.subject.keyword Narrative
- dc.subject.keyword User-generated contents
- dc.title Transmedia branding: brands, narrative worlds, and the McWhopper peace agreementca
- dc.type info:eu-repo/semantics/article
- dc.type.version info:eu-repo/semantics/publishedVersion