Transmedia storytelling is a marketing approach in which the idea is to create a coordinated story experience to the consumer through the use of the four P’s: pervasive, persistent, participatory, and personalized. This approach first started to emerge in 1999, with the Blair Witch Project. This was a fictional documentary with a series of different events to help find missing persons. This story kept audiences on their toes and eager to watch the next episode in order to help find the missing people.  Since 1999, transmedia storytelling has been able to take off with the help of social media. When brands use this approach to marketing, audience members are able to actively participate through various social media channels. When the brand is able to actively communicate with their audience it helps to build a connection and ultimately create brand loyalty. Read More>>