This film from Faris Yakob, in my humble opinion, really sums up the hypersocial relationship between brands, technology and entertainment in a simple, thought-provoking and powerfully contextual way. And of course, uses a nice narrative to do so ;)
And speaking of narrative, also note how Faris describes the use of transmedia elements as an integral part of one's social identity (that transcends one's presence online or offline, and certainly blurs the line between the two...), what I believe is a key distinction between transmedia development and integrated or branded content development.
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