Storytelling is now dynamic and crosses all platforms. The integration of data via social media enables stories and campaigns to be personalized, while context factors like time, location, surroundings and people are involved in the storytelling. Stories become a game through the activation and discovery of time- and location-based information.
On streaming platforms, viewers become co-directors of series and can influence the plot from their smartphones. Formats that work with different types of sensors push the storytelling towards a digital setting: the image, text, sound, language and smells lend a multisensory touch to the story.