The Expanded Story From Transmedia as a Business Model

Abstract

It is the creation of transmedia stories is that drives the business model and not the business model that drives the stories. In other words, the transmedia narrative is the means and not the end; it is the essential step for transmedia marketing. This chapter is centred on the study of the Netflix series Stranger Things (2016-) as an example of the redefinition of a transmedia strategy without a truly transmedia story. The recent Netflix campaigns have managed to make the beginning of the second season of the show into a viral campaign in Spain, thanks to its connection to Spanish pop-culture personalities. The series relies on an obvious aesthetic; themes and narratives from the nineteen-eighties. This makes an intertextual analysis of the story interesting. In this chapter, we propose an analysis of marketing strategies as an expansion of the diegetic universe using various supports.