After being at the top of my class throughout the entire academic year at the University of Edinburgh Business School, I submitted my dissertation on the intersection of experiential marketing and transmedia storytelling to complete my program and achieve my master's degree.
I became interested in this topic after learning how brands are turning to experiential marketing with greater frequency, with some marketing practitioners believing that it is becoming an unsustainable bubble. Transmedia storytelling practices provide marketers with a blueprint to be more innovative and creative with their approach to experiential marketing. I examined two case studies to show how this can be effectively done, and to pull six key themes and takeaways for both marketing practitioners and scholars to learn from.