In an article in Admap a couple of years back, noted branded content guy Graham Hodge said some very nice things about The Art of Immersion but observed quite rightly that the book "stops short of offering advice to brands." Since then, I've spoken at marketing conferences in cities from London to Lima to Ljubljana and teamed up with Paul Woolmington to launch a day-long exec ed seminar on Digital Storytelling Strategy at Columbia—so I figure it's time to fix that.
To that end I worked with Art Kleiner, the editor of strategy+business, to develop an article that would explain immersive storytelling from a brand perspective. What does it really mean? How does it work? How does it compare with conventional advertising? And what makes it so effective? The result is "The Power of Immersive Media," which just went up on the s+b Website and will appear in print in the spring issue of the magazine. To sum it up, I've developed the downloadable infographic below, which is being published by Columbia's Digital Storytelling Lab.