The age of experience: Harnessing the power of emerging technologies to take narratives in new directions

John Bucher
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John Bucher: Founder, Telling A Better Story

Journal of Brand Strategy, 2019, vol. 8, issue 3, 218-228

Abstract: This paper analyses the current state of immersive storytelling, exploring how several disciplines are being used to create branded immersive experiences. A background on the mythology of brands is presented, followed by a brief analysis of virtual reality, augmented reality, immersive theater, escape rooms, theme parks and micro-theme parks, and finally location-based experiences. A concluding theory about the motivation behind the popularity and relevance of the discussed techniques is posited.

Keywords: experiences; immersive storytelling; virtual reality; augmented reality; theme parks; escape rooms; location-based experiences (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2019:v:8:i:3:p:218-228

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