The future of online and offline marketing communication – transmedia storytelling in the branding process
The future of online and offline marketing communication – transmedia storytelling in the branding process

Summary/Abstract: Nowadays, when marketing and branding change, companies are trying to find new ways to engage consumers in their advertising efforts. These facts force many businesses to create the competitive potential of the brand. The aim of contribution was to familiarize the reader with the concept of transmedia storytelling in the branding process and to analyze its elements in selected Coca-Cola campaigns, in line with the new marketing strategy of Coca-Cola Content 2020. Part of the goal was to identify the strategies of the transmedia storytelling concept and to increase brand efficiency.The paper summarizes the theoretical foundation of the transmedia storytelling concept in the context of branding, incorporating its basic principles and elements that are capable of leading a new area of advertising and marketing. In this post, Coca-Cola advertising campaigns were analyzed. There were selected cases for the investigation that contained narrative stories. The results show that transmedia stories are, for example, emotions, content that raises storytelling or storytelling on various media online and offline platforms. At the end of the contribution, we identify the strategies of the transmedia storytelling concept for the Slovak campaign aimed at mitigating stereotypes and prejudices against the Roma population.

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