Transmedia Storytelling, an ally of Corporate Communication: #Dropped by Heineken case study

TLDR

Corporate communication is evolving to adapt to new social, technological, and media dynamics, and transmedia storytelling—traditionally studied in fiction brands—offers a multi‑platform narrative framework with varying audience participation levels. This article is one of the first to examine a corporate campaign through the key elements of transmedia storytelling: story, media/platforms, and audiences. The authors analyze the campaign by applying transmedia storytelling principles to its narrative, platform selection, and audience engagement. The study demonstrates that transmedia storytelling is a promising trend for the future of corporate communication.

Abstract

Corporate Communication changes trying to follow new social, technological and media dynamics. In the current context, it begins to experience with transmedia storytelling that offers a story to explain, multiple platforms and distinct levels of audience participation. Up to now, transmedia storytelling has been studied especially linked to fiction brands (television, cinematographic or literary, fundamentally). This article is one of the first in tackling a corporate campaign from the key elements of transmedia storytelling: story, media/platforms and audiences. It highlights the importance of the new tendency for the future of Corporate Communication.