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The age of experience: Harnessing the power of emerging technologies to take narratives in new directions
Journal of Brand Strategy,
8
(3),
218-228
(2019)
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
The full article is available to subscribers to the journal.
Author's Biography
John Bucher is a renowned strategist, communicator and cultural mythologist based in Hollywood, California. Disruptor named him one of the top 25 influencers in virtual reality in 2018. He is the author of six books, including the best-selling Storytelling for Virtual Reality, named by BookAuthority as one of the best storytelling books of all time. John has worked with several companies, including HBO, DC Comics, The History Channel, A24 Films and The John Maxwell Leadership Foundation, and served as a consultant and writer for numerous film, television and virtual reality projects. Currently, he teaches writing and story courses as part of the Joseph Campbell Writers Room at Studio School in Los Angeles and at the LA Film Studies Center. He has spoken on five continents about using the power of story to reframe how brands, individuals, organisations, cultures and nations are viewed.
