Özet:

Cinema, one of the transmedia tools, has been actively used for advertising activities, and its use of social media in recent years is noteworthy. The producers of the Barbie movie, which is the subject of this study and was released in July 2023, aimed to create a Barbie ecosystem in the digital world beyond traditional advertising media, and made agreements with Instagram Influencers all over the world. The fact that the marketing budget is higher than the film’s production cost proves the importance of advertising activities in cinema. In the research, a comparison was made between Barbie’s official Instagram and Youtube channel and the most watched Barbie content Reels in Turkey. The reels of 5 influencers who produce Turkish content in different categories selected with purposive sampling were examined with the content analysis method. The contents of the videos were tabulated and interpreted according to the 10 items used in transmedia storytelling. With the example of the Barbie movie, the contents prepared by digital content producers (influencers) that go beyond the product within transmedia are considered as a new marketing strategy among the discussed issues.

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