Building Dreams: The LEGO Legacy. A comparative study of Interactive Digital Narratives in Brand Values Communication.
Author
Evangelista, Sebastian
Term
4. term
Education
Publication year
2024
Submitted on
2024-10-10
Pages
61
Abstract
Dette speciale undersøger, hvordan interaktive digitale fortællinger—interaktive historier på skærm, hvor brugeren kan træffe valg—kan bruges til at formidle en virksomheds brandværdier med LEGO som case. I takt med at flere brands bruger storytelling med kulturelle og følelsesmæssige elementer for at engagere publikum på tværs af medier (transmedia), er det vigtigt at forstå, hvordan interaktive formater kan styrke brandfortællinger. Studiet sammenligner en lineær fortællestruktur med en ikke-lineær, udforskende struktur for at vurdere deres effekt på deltagernes genkendelse, følelsesmæssig tilknytning og identifikation med LEGOs brandværdier. Tyve deltagere oplevede begge fortælletyper via en skærmbaseret interaktion, og deres svar blev analyseret. Resultaterne viser, at den udforskende struktur generelt var bedre til at formidle brandværdier, øge engagementet og vække interesse. Den lineære struktur havde dog også styrker, især i form af klarhed og nemhed ved at følge historien. Specialet konkluderer, at en kombination af lineære og udforskende greb sandsynligvis giver de bedste resultater, når brandværdier og -kultur skal kommunikeres i dynamiske, transmediale miljøer.
This thesis examines how Interactive Digital Narratives—interactive stories experienced on a screen where people can make choices—can help communicate a brand’s values, using LEGO as a case study. As more brands use storytelling with cultural and emotional elements to engage audiences across media (a transmedia approach), it is important to understand how interactive formats can support brand-themed narratives. The study compares a linear narrative structure with a non-linear, exploratory structure to assess their impact on participants’ recognition of, emotional connection to, and identification with LEGO’s brand values. Twenty participants experienced both narrative types through a screen-based interaction, and their responses were analyzed. Findings show that the exploratory structure generally conveyed brand values more effectively, increased engagement, and sparked interest. The linear structure also had strengths, particularly in providing clarity and making the story easy to follow. The thesis concludes that combining linear and exploratory approaches is likely to be most effective for communicating brand values and culture in dynamic, cross-media environments.
[This summary has been rewritten with the help of AI based on the project's original abstract]
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