The Case of Red Bull Turkey “My Inner Voice” Ezhel on the Basis of Transmedia Storytelling and Content Marketing

Digital advertising approaches and practices have been constantly changing since in the early periods when the internet became a part of our daily lives. The advertising sector has turned to production of content based on information and documents in line with the differentiated consumer demands, requirements and expectations. The rise of content marketing fulfills the free content demands of the new generation consumers in particular, and supports sectoral development with textured productions that can be observable/viewable on smart mobile devices. In new media environment, storytelling is used to add meaning and value to the content. Transmedia storytelling can be very effective in terms of actively involving the target audience in the campaign or editing process. This article aims to explain how transmedia storytelling is applied with different models. Transmedia storytelling, which is frequently encountered abroad, is important in terms of seeing the reflection of studies on storytelling in Turkey. In this study, content marketing and transmedia storytelling were discussed conceptually. Red Bull Turkey campaign of 2016 was examined as an example of content marketing which uses transmedia storytelling to find out the process of how it works in practice in Turkey. The study emerged based on the transmedia storytelling models that Munoz and Calabuig (2016) call "East Coast" and "West Coast". It has been seen that the Red Bull Turkey event called “My Inner Voice” has turned into a transmedia storytelling project with the famous collaboration. It has been stated that Red Bull Turkey is based on the "East Coast" transmedia storytelling model in the light of the literature, together with the information obtained from its web page and social media accounts. It has been determined that Red Bull Turkey, which is the subject of the research, and the advertising campaign “My Inner Voice”, Twitter, Spotify, Pinterest, YouTube and Red Bull brand's website and using books as printed material, apply transmedia storytelling. According to the findings obtained as a result of the research, the effectiveness of Red Bull Turkey “My Inner Voice” Ezhel case in the application of transmedia storytelling has been discussed.