Building Dreams: The LEGO Legacy. A comparative study of Interactive Digital Narratives in Brand Values Communication.

Evangelista, Sebastian

4. term

Medialogy, Master

2024

2024-10-10

61 pages

This thesis explores the use of Interactive Digital Narratives (IDNs) as tools to effectively communicate brand values, using the LEGO brand as a case study. As brands increasingly adopt storytelling as a strategy to enhance audiences’ engagement by incorporating cultural and emotional elements within their messages, it becomes essential to understand how IDNs can be applied to enhance brand-themed narratives in a constantly evolving transmedia context. This study compares a linear narrative structure with a non-linear, exploratory structure to assess their impact on participants’ recognition, emotional connection, and identification with the LEGO brand values. Twenty participants experienced both narrative types through a screen-based interaction, and their responses were analyzed. Findings reveal that the exploratory structure was generally more effective in conveying brand values, enhancing engagement and eliciting interest. However, the linear structure also demonstrated its strengths, particularly in providing clarity and ease of following the story. The study concludes that combining both linear and exploratory narrative approaches may yield the most effective outcomes for communicating brand values and culture in dynamic, transmedia environments.

Interactive Digital Narratives ; Transmedia Branding ; Brand Storytelling ; Brand Experience ; Interactive Marketing ; Consumer-Brand Relationship

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