Praktik Transmedia Branding sebagai Strategi Integrated Marketing Communication(IMC) Melalui Media Baru:(Studi Deskriptif Praktik Transmedia Branding dalam Program kampanye Berani Beda

Melati Diyani Putri, Muhammad Sulhan

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Transmedia branding became a new paradigm in planning marketing communication strategy to face demands in marketing communication word because of new media. The principle at the core of transmedia branding is building an interesting conversation about brand among the consumers by an integrated narrative which is dispersed across multiple media channels. Transmedia branding implementation in Indonesia can be seen through “Kampanye #BeraniBeda” program planned by Pionicon Management. By four informants, this research aimed to answer question about how transmedia branding on “Kampanye #BeraniBeda” program as an integrated marketing communication (IMC) strategy through new media. Descriptive study method was selected to specifically describe and present a particular phenomenon. Based on the research results, there were four facts founded. First, there were two coinciding stories that affected the result of “Kampanye #BeraniBeda” program implementation, that was the fiction of “Si Juki” and the fact about Indonesian President Election 2014. Second, the participation in transmedia branding relied on the spread of one integrated narration on various media channels (transmedia storytelling) to attract consumers. Third, the narration and the participation were two transmedia branding elements that had role to achieve the final results of IMC, that were enhancing brand equity and affecting behaviour. Fourth, transmedia branding might be one of the alternative strategies to advance marketing communication program in local industry entertainment. Keywords: transmedia branding, integrated marketing communication, new media

Kata Kunci : Media Baru