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Les publics au cœur de l’univers de marque dans les industries culturelles : l’expérience de la mission Braquo

Abstract : This article shows the link between the editorial stakes in the cultural industries and a brand universe. Transmedia is in the heart of the mutation because of his ability to offer contents witch use the all new technologies and to enhance revenues. Brand and transmedia universe converge on marketing, financial and social dimensions. Particulary, the audience’s collaboration is one of the main components in brand’s strategy. With the case of « Misson Braquo », an unseen transmedia experience focus on the subscriber’s TV Canal + target, we will show how compagnies cooperate with the audience to develop and manage a brand. Focus on the value consumer community generates, co-creation in consumer communties
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https://halshs.archives-ouvertes.fr/halshs-01979093
Contributor : Hélène Laurichesse <>
Submitted on : Saturday, January 12, 2019 - 4:19:50 PM
Last modification on : Monday, November 30, 2020 - 9:52:14 AM

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  • HAL Id : halshs-01979093, version 1

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Hélène Laurichesse. Les publics au cœur de l’univers de marque dans les industries culturelles : l’expérience de la mission Braquo. Questions de communication. Série actes, Presses universitaires de Nancy, 2015, pp.323-340. ⟨halshs-01979093⟩

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