The Event “The Advertising Campaign of the Barbie Film in the Context of Transmedia Storytelling” Was Held

Conducted under the coordination of Dr. Aydan Ünlükaya Çevirici, the event examined the globally impactful advertising campaign of the Barbie film from the perspective of transmedia storytelling. During the event, the ways in which the film created a multi-layered narrative universe across different media platforms, how digital and traditional channels were integrated, and how interaction with the target audience was established were analyzed in detail.

The event, which progressed with the active participation of students, analyzed the campaign’s creative strategies, brand collaborations, and social media practices, relating them to contemporary advertising approaches. In addition, the contributions of the campaign within the framework of sustainable development goals—particularly in terms of quality education and gender equality—were also discussed.

While the event contributed to the development of students’ ability to critically evaluate current and effective advertising campaigns, it also provided an important foundation for understanding the role of transmedia storytelling in the field of advertising. The Department of Advertising continues to prepare its students for the dynamics of the industry through such practice-based course activities.