From urban space to TikTok: interactive and transmedia narratives in the Stranger Things campaign in Madrid
DOI:
https://doi.org/10.5281/zenodo.2153543Keywords:
TikTok, transmedia narratives, interactive narratives, experiential marketing, user-generated content, urban spaceAbstract
Promotional strategies for streaming series have evolved toward models that integrate physical experiences and digital circulation through transmedia narratives. In this context, TikTok has established itself as a key platform for the social amplification of experiential actions developed in urban spaces. This article analyzes TikTok posts associated with the series Stranger Things urban campaign in Madrid, in December of 2025, with the aim of examining how a physical intervention is transformed into an interactive narrative distributed through short-videos. Based on a content analysis of videos published during the campaign's activation period, the study identifies content types, narrative resources, and levels of interaction generated by users. The results show how the city is configured as a narrative setting and how user-generated content contributes to the transmedia expansion of the experience, extending its symbolic and social reach beyond the urban space.
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