Eksplorasi Metode Transmedia Storytelling oleh Brand dan Pola Konsumsi Aktif dan Produktif pada Konsumen (Objek Penelitian: Brand Filosofi Kopi)

Nowadays, the use of stories in marketing activities have become a common practice among brands. With storytelling, brand try to tell stories about itself to create an emotional bond with its consumer. Brand’s storytelling activities also seek to attract consumer’s attention and also stimulate consumer’s understanding of the message that the brand tries to convey. Now, with the rapid development of information technology, there are a lot of media available to be utilized by brand for its storytelling activities. In the other hand, consumer’s behavior in term of consuming those medias also becoming more and more complex than before. This research aims to explore one of the storytelling method that appears in response of that phenomenon, transmedia storytelling. This research tries to create a strategic mapping of transmedia storytelling practice in brand. The brand that are used in this research is Filosofi Kopi. In the other hand, this research also tries to map the consumer’s consumption practice in response of the brand’s transmedia storytelling practice. This research uses a qualitative approach of netnography and narrative methodology. The method that are used in this research are domain analysis and narratology. This research concluded that brand practices transmedia storytelling method by creating medias with small narrative contents in it. Those small narratives reflect the grand narrative that are designed by the brand. On the consumer side, this research concluded that there are 5 pattern of consumer consumption practice in transmedia consumption. In those practice, consumer consume the stories provided by the brand both actively and productively. Consumer actively migrates across media to consume the stories and consumer also productively create new stories that reflect the grand narrative provided by the brand.