부산시 세븐브리지 브랜드 캠페인 사례연구 - 디지털 스토리텔링을 중심으로 = A Case Study on the Seven Bridge Brand Campaign in Busan - Focus on Digital Storytelling

다국어 초록 (Multilingual Abstract)

This study was conducted as a case study to examine the characteristics and differences from the storytelling defined in the previous research through an analysis of the storytelling of brand campaigns appearing on the digital platform and to explore them. The results of the Seven Bridges brand campaign conducted by Busan City for eight months from September 2021 to May 2022 were as follows. First, storytelling that can be interpreted in various ways for individual users was conducted. Second, storytelling was composed of four stages based on social media marketing. Third, it was possible to establish a storytelling hierarchy that exposes the story in consideration of the marketing funnel. Through the case, it was possible to examine the recent brand campaign's storytelling as a framework that can be interpreted in various ways, focusing on social media.