Trends in Online Narratives

Fan of the TV show Breaking Bad?

It’s one of the best…

And now there’s more, on the AMC Breaking Bad website.  It’s part online game, part graphic novel called The Interrogation which allows readers to participate in an interactive adventure that unfolds differently, depending on what narrative thread you choose…


The user takes the role of Walter’s brother-in-law Hank Schrader, the DEA agent, as he sweats things out about a fire at his church. Your goal is to get him to spill what he knows before “lawyering up.”

This is an innovative example of online narratives used as marketing tools. Now, TV shows go beyond what you see on the tube — the websites include mini webisodes, blogs from characters, adventures of minor characters, and hints at what’s to come in the future.

Such marketing efforts keep fans loyal and wanting more.

We can apply the same outside the realm of TV entertainment.  The trick is to keep a brand in the mind of the consumer, grab the consumer’s full attention, and make the brand relevant to the consumer’s life…which leads to customer loyalty.

We live in a world of narrative, of stories, of the highs and lows of living life — this is true whether we’re on or off line.

What is the narrative of your brand, and what innovative ways can you (and we) tell that story?

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