El storyliving en estrategias transmedia: análisis del caso E-nterpreters, de Pilsen Callao

La narrativa transmedia permite a las marcas expandir su storytelling por múltiples plataformas, involucrando al público en la creación del relato (Scolari, 2013). Un enfoque que se distingue por ofrecer diversos puntos de entrada a la historia, entre los que destaca la realidad virtual (Tacgin, 202...

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Vydané v:Questiones Publicitarias Ročník 8; číslo 36; s. 61 - 73
Hlavný autor: Rodríguez, Antonio
Médium: Journal Article
Jazyk:English
Spanish
Vydavateľské údaje: Bellaterra Universitat Autonoma de Barcelona, Servei de Publicacions 16.07.2025
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Storytelling
ISSN:1133-6870, 1988-8732
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Abstract La narrativa transmedia permite a las marcas expandir su storytelling por múltiples plataformas, involucrando al público en la creación del relato (Scolari, 2013). Un enfoque que se distingue por ofrecer diversos puntos de entrada a la historia, entre los que destaca la realidad virtual (Tacgin, 2020). Este estudio analiza cómo el storytelling se adapta al ecosistema transmedia mediante el storyliving, tomando como casos las campañas “E-nterpreters” y “E-nterpreters Season 2”, de Pilsen. La marca peruana utiliza un eje narrativo basado en la amistad, desarrollando un universo narrativo transmedia con iniciativas para integrar en la sociedad a la comunidad sorda gamer. La narrativa transmèdia permet a les marques expandir la seva storytelling per múltiples plataformes, involucrant al públic en la creació del relat (Scolari, 2013). Un enfocament que es distingeix per oferir diversos punts d'entrada a la història, entre els quals destaca la realitat virtual (Tacgin, 2020). Aquest estudi analitza com el storytelling s'adapta a l'ecosistema transmèdia mitjançant el storyliving, prenent com a casos les campanyes “E-nterpreters” i “E-nterpreters Season 2”, de Pilsen. La marca peruana utilitza un eix narratiu basat en l'amistat, desenvolupant un univers narratiu transmèdia amb iniciatives per a integrar en la societat a la comunitat sorda gamer. Transmedia storytelling allows brands to expand their storytelling across multiple platforms, involving the audience in the creation of the story (Scolari, 2013). An approach that stands out for offering different entry points to the story, among which virtual reality is one of the most prominent (Tacgin, 2020). This study analyzes how storytelling adapts to the transmedia ecosystem through storyliving, taking as cases the campaigns “E-nterpreters” and “E-nterpreters Season 2”, by Pilsen Callao. The Peruvian brand uses a narrative axis based on friendship, creating a transmedia narrative universe with initiatives for the inclusion of the deaf gamer community into society.
AbstractList La narrativa transmedia permite a las marcas expandir su storytelling por múltiples plataformas, involucrando al público en la creación del relato (Scolari, 2013). Un enfoque que se distingue por ofrecer diversos puntos de entrada a la historia, entre los que destaca la realidad virtual (Tacgin, 2020). Este estudio analiza cómo el storytelling se adapta al ecosistema transmedia mediante el storyliving, tomando como casos las campañas “E-nterpreters” y “E-nterpreters Season 2”, de Pilsen. La marca peruana utiliza un eje narrativo basado en la amistad, desarrollando un universo narrativo transmedia con iniciativas para integrar en la sociedad a la comunidad sorda gamer.
La narrativa transmedia permite a las marcas expandir su storytelling por múltiples plataformas, involucrando al público en la creación del relato (Scolari, 2013). Un enfoque que se distingue por ofrecer diversos puntos de entrada a la historia, entre los que destaca la realidad virtual (Tacgin, 2020). Este estudio analiza cómo el storytelling se adapta al ecosistema transmedia mediante el storyliving, tomando como casos las campañas “E-nterpreters” y “E-nterpreters Season 2”, de Pilsen. La marca peruana utiliza un eje narrativo basado en la amistad, desarrollando un universo narrativo transmedia con iniciativas para integrar en la sociedad a la comunidad sorda gamer. La narrativa transmèdia permet a les marques expandir la seva storytelling per múltiples plataformes, involucrant al públic en la creació del relat (Scolari, 2013). Un enfocament que es distingeix per oferir diversos punts d'entrada a la història, entre els quals destaca la realitat virtual (Tacgin, 2020). Aquest estudi analitza com el storytelling s'adapta a l'ecosistema transmèdia mitjançant el storyliving, prenent com a casos les campanyes “E-nterpreters” i “E-nterpreters Season 2”, de Pilsen. La marca peruana utilitza un eix narratiu basat en l'amistat, desenvolupant un univers narratiu transmèdia amb iniciatives per a integrar en la societat a la comunitat sorda gamer. Transmedia storytelling allows brands to expand their storytelling across multiple platforms, involving the audience in the creation of the story (Scolari, 2013). An approach that stands out for offering different entry points to the story, among which virtual reality is one of the most prominent (Tacgin, 2020). This study analyzes how storytelling adapts to the transmedia ecosystem through storyliving, taking as cases the campaigns “E-nterpreters” and “E-nterpreters Season 2”, by Pilsen Callao. The Peruvian brand uses a narrative axis based on friendship, creating a transmedia narrative universe with initiatives for the inclusion of the deaf gamer community into society.
Author Rodríguez, Antonio
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Title El storyliving en estrategias transmedia: análisis del caso E-nterpreters, de Pilsen Callao
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