Skimmers, dippers, and divers: Campfire’s Steve Coulson on transmedia marketing and audience participation

Abstract

In this interview, Campfire’s creative director Steve Coulson talks about his work in activating fan communities as part of the publicity campaign for storytelling franchises. His marketing firm specializes in creating immersive experiences that encourage fans to participate in transmedia storyworlds. Focusing the discussion on his experience on the campaign for Game of Thrones, Coulson reflects on the changing nature of fandom, the possibilities and limitations of transmedia storytelling, fans’ reasons for involving themselves with transmedia marketing campaigns, and the future of storytelling in the age of social media and participatory culture.