Prosumer engagement through story

This article pertains to prosumer engagement, an important topic in academic research on media consumption and branding. Increasingly, there have been calls in the branding literature for a more audience-centred approach to making a deeper emotional connection with consumers in an age when interactive media have become imperative for communication. Prosumers, who both consume and produce media, have a different relationship with a brand to traditional consumers, as they are more actively involved in the brand’s story. The participatory nature of transmedia branding strengthens prosumer engagement through brand stories that enable an active contribution in an immersive story world. This article considers the rise in the use of transmedia story-making within the contemporary branding environment by proposing a framework for prosumer engagement in transmedia branding. Specifically, it examines how a leading transmedia brand, LEGO, has sought to engage prosumers in an active community using elements of this framework through an integrative, immersive and spreadable story