“Immersion is not engagement. Engagement takes place when a story, or a marketing message, provokes some sort of action among the audience—a tweet, a post, a face-to-face conversation over the watercooler. Immersion takes place when the audience forgets that it’s an audience at all. Immersion blurs the lines—between story and marketing, storyteller and audience, illusion and reality. That gives it enormous impact.”
Check out Frank Rose’s recent posting on Immersive Storytelling for Strategy+Business Magazine. Rose is Senior Fellow at Columbia School of the Arts and author of The Art of Immersion. Given the length of the article, you might expect Rose to tell us everything we need to know to become master storytellers like Walt Disney and George Lucas. Not so much. But he does take a deep dive into what we are learning about the power of immersion. Recommended.
For those who prefer pictures…
Rose has created a long-play infographic on the same theme that’s available for free download at Columbia’s Digital Storytelling Lab.