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

Author

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  • Bucher, John

    (Founder, Telling A Better Story)

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.

Suggested Citation

  • Bucher, John, 2019. "The age of experience: Harnessing the power of emerging technologies to take narratives in new directions," Journal of Brand Strategy, Henry Stewart Publications, vol. 8(3), pages 218-228, December.
    • Handle: RePEc:aza:jbs000:y:2019:v:8:i:3:p:218-228
    as

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    More about this item

    Keywords

    experiences; immersive storytelling; virtual reality; augmented reality; theme parks; escape rooms; location-based experiences;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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