Why limit your brand communication to advertising? Today marketers can create a story franchise around their brands that can be told through books, comics, videogames, Web shorts, feature films and virtual worlds, says Jeff Gomez, chief executive and president of Starlight Runner Entertainment....
Forbes: Transmedia is often used to promote TV shows and movies, entertainment properties that already have a story built into them, but how does it work for marketers?
Gomez: Procter & Gamble
More at Forbes.com.