TRANSMEDIA STRATEGIES FOR MOBILE PLATFORMS Case Study "Play Fanta"

• Grant number: 15/06029-6
• Support Opportunities: Scholarships in Brazil - Master
• Start date: October 01, 2015
• End date: November 30, 2015
• Field of knowledge: Applied Social Sciences - Communications
• Principal Investigator: Fabio Botelho Josgrilberg
• Grantee: Eduardo Faustino de Souza
• Host Institution: Pró-Reitoria de Pós-Graduação e Pesquisa. Universidade Metodista de São Paulo (UMESP). Instituto Metodista de Ensino Superior (IMS). São Bernardo do Campo , SP, Brazil

Abstract

The project consists in the case study of the campaign Fanta (Coca-Cola Company) entitled "Saving the Source (Saving Source). The action of transmedia storytelling allowed children to play through mobile digital platforms, making interactions through games with technologies like HTML and even PDF`s. The Coke Sparkling Brand Center in Wendy Clark leadership hired Ogilvy & Mather and Psyop.With an impact of more than 167 million adolescents around the world Saving the Source has become a major innovative piece of impact involving storytelling transmedia strategies. To provide an overview of the communication strategies used by Fanta and evaluate the results achieved are the specific objectives of the research. The project consists of using the case study method to analyze the types and levels of interaction of content produced by coupling the platforms mobile.