We live of stories, there is no point in disagreeing. From the moment we are born, to the end of our lives, we are fed stories. These can be told by our relatives, a movie or TV series, or our neighbor. Even our daily life is a story, and brands know it very well. In the last few decades they have begun to tell their own stories, involving us emotionally and making us become attached to them. Just think about the lines of people forming outside shops when their favourite brand launches a new product. It’s exactly like when we watch our favourite series. We empathise so much that we look for as much information as possible about the characters, stumbling upon web pages populated by thousands of people like us. In this paper we will analyse the use of storytelling by brands: how they started to narrate their story in a world that was changing and digitising. We will see examples of how brand storytelling has adapted to new social platforms, using transmedia experiences to create connections with the public by retaining them through a narrative world, how the public used their voices to create a dialogue with companies, thus reacting to the evolution involving the brands. We will talk about the development of online communities, their impact on brands and how some companies have created unique Alternate Reality Game (ARG) experiences using narratives able to engage millions of people around the world; such is the case of the ARG “Why so serious?”, made by 42 Entertainment in Los Angeles, example that will be analysed in the case history section. What could happen if a brand used this narrative technique not only for promotional purposes, but to strengthen relationships between its workers, or to create awareness? If people live off stories, and are willing to queue for hours to buy a product, let’s imagine what they would be willing to do to experience the story created by their favourite brand. In Italy there are examples of Alternate Reality Game too, and I’ll point them out to demonstrate how close to us this reality already is.
Noi viviamo di storie, c’è poco da ridire a riguardo. Dal momento in cui nasciamo, per il resto della nostra vita, ci nutriamo di storie. Queste possono essere raccontate dai nostri parenti, da un film o una serie TV, o dal nostro vicino di casa. Anche la nostra giornata è una storia, questo i brand lo sanno e negli ultimi decenni hanno iniziato a raccontarsi, coinvolgendoci emotivamente e facendoci affezionare a loro; basti pensare alle file di persone che si creano fuori dai negozi quando il loro brand preferito lancia un nuovo prodotto. È come quando guardiamo la nostra serie preferita, ci immedesimiamo così tanto da cercare più informazioni possibili sui personaggi, imbattendoci in pagine web popolate da migliaia di persone come noi. In questo elaborato analizzeremo l’utilizzo della narrazione da parte dei brand: di come questi hanno capito l’importanza dell’uso dello storytelling in un mondo che stava cambiando e si stava digitalizzando. Vedremo esempi di come la narrazione d’impresa si è adattata alle nuove piattaforme social, usando esperienze transmediali per creare connessioni con il pubblico fidelizzandolo attraverso un mondo narrativo. Quindi di come il pubblico abbia usato la propria voce per creare un dialogo con le aziende reagendo così al cambiamento dei brand. Parleremo dello sviluppo delle community online, dell’impatto che queste hanno sui brand e di come alcune aziende abbiano creato esperienze uniche di Alternate Reality Game (ARG) usando una narrazione in grado di coinvolgere milioni di persone nel mondo; come nel caso dell’ARG ‘Why so serious?’ realizzato da 42 Entertainment di Los Angeles che analizzeremo nei casi studio. Cosa potrebbe succedere se un brand utilizzasse questa tecnica narrativa non solo a scopo promozionale, ma per rafforzare i rapporti tra i propri lavoratori, o per creare awareness? Se le persone vivono di storie, e sono disposte a fare ore in fila per acquistare un prodotto, immaginiamo cosa sarebbero disposte a fare per vivere in prima persona la storia creata dal loro brand. Anche in Italia ci sono esempi di Alternate Reality Game, e li riporto per dimostrare come questa realtà sia già così vicina a noi.
Sulle tracce del presidente. Un caso di alternate reality game associato all'employer branding
Magri, Greta
2019/2020
Abstract
We live of stories, there is no point in disagreeing. From the moment we are born, to the end of our lives, we are fed stories. These can be told by our relatives, a movie or TV series, or our neighbor. Even our daily life is a story, and brands know it very well. In the last few decades they have begun to tell their own stories, involving us emotionally and making us become attached to them. Just think about the lines of people forming outside shops when their favourite brand launches a new product. It’s exactly like when we watch our favourite series. We empathise so much that we look for as much information as possible about the characters, stumbling upon web pages populated by thousands of people like us. In this paper we will analyse the use of storytelling by brands: how they started to narrate their story in a world that was changing and digitising. We will see examples of how brand storytelling has adapted to new social platforms, using transmedia experiences to create connections with the public by retaining them through a narrative world, how the public used their voices to create a dialogue with companies, thus reacting to the evolution involving the brands. We will talk about the development of online communities, their impact on brands and how some companies have created unique Alternate Reality Game (ARG) experiences using narratives able to engage millions of people around the world; such is the case of the ARG “Why so serious?”, made by 42 Entertainment in Los Angeles, example that will be analysed in the case history section. What could happen if a brand used this narrative technique not only for promotional purposes, but to strengthen relationships between its workers, or to create awareness? If people live off stories, and are willing to queue for hours to buy a product, let’s imagine what they would be willing to do to experience the story created by their favourite brand. In Italy there are examples of Alternate Reality Game too, and I’ll point them out to demonstrate how close to us this reality already is.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/174289