“Koreans are hungry for stories,” he said, pointing to the existence of the ‘Chunkisu’ (or storyteller) in old Korean culture. Korea is among the countries with the highest Internet usage.
He quoted Copenhagen Institute of Future Studies’ Rolf Jensen who predicted that the present informational society will evolve into a culture that valued the stories behind products and services.
He shared details of campaigns for Samsung’s Haptic Mission and Nike – Be the Legend where storytelling was key in creating a viral effect. He said there were three ways in which digital storytelling was different from analogue storytelling. It creates a brand story, and doesn’t just provide product information. Also, it allows marketers to pull in people, rather than pushing merely consumers. Thirdly, it creates significant word of mouth.