Transmedia Storytelling in Russian Advertising Campaigns of 2015-2017

This thesis answers the research question about effectiveness of using transmedia storytelling (TS) technologies for promotion of business projects, attraction customers and reception of profit. The purpose of the research is to identify problems and advantages of using TS model in the promotion of Russian business projects. The qualitative research is methodologically supported by a number of expert interviews and an analysis of documents and materials regarding transmedia business projects in Russia. The sample of cases includes the panorama of the various components of human life. They are divided into some categories: a product, a bank, a mobile operator, a restaurant, a museum and transport. Finally, the research describes the position of TS in the Russian advertising market with experts' opinion, distinguish problems of using TS in branding. The thesis consists of three chapters. The first describes the theoretical aspects, the second includes the analysis of cases, their results and comparison with TS model of Renira Rampazzo Gambarato, the third part presents the analysis of expert interviews with the identification of common concepts.