Inclusion of Experiential Marketing and Brand Activations

Charles Melcher's new book "The Future of Storytelling: How Immersive Experiences Are Transforming Our World" was released on November 4, 2025, and I had a chance to take an early look and interview Melcher. The book is broken up into six main chapters where Melcher argues that the future of storytelling is agentic, immersive, embodied, responsive, social, and transformative. Melcher covers over fifty different "living stories" across different genres including virtual reality stories, location-based entertainment, immersive stories, immersive theatre, immersive art, experiential brand activations, and interactive experiences. He told me that he's had a chance to experience around 80 to 85% of the experiences that he features in his book, which most of them are site-specific and many times time-limited, immersive exhibitions that are not always easy to get into. He's been traveling to different locations around the world with his Future of Storytelling Explorer's Club to see many of these experiences, as well as engage with the creators behind the experiences. In his book, he shares some brief trip reports on over 50 different experiences, as well as some very high-quality, official photo documentation of these projects. It serves to provide some documentation of many of these ephemeral projects, but also tie together some of the common elements that helps to define and elucidate what exactly is meant by "immersive." Melcher and I also talk about the founding of The Future of Storytelling Summit back on October 2012, as well as the start of his Future of Storytelling podcast on March 2020 that has published over 120 interviews since it started during the pandemic. Around 20% of the projects and creators that have appeared on his podcast are featured in his book as what he considers to be a canon of work that exemplifies these deeper trends of immersive storytelling and living stories. While the book does provide a lot of valuable documentation, one complaint that I have is that it is not always easy to tell where Melcher is sourcing his quotes from project creators. The majority of quotations are coming from either private interviews that he personally conducted or from public conversations that he's featured on his podcast. But sometimes he uses quotes of creators from other publications without full attribution. So if there's a second edition, then I hope to see a more detailed set of footnotes and perhaps an index to make it an even more useful piece of documentation. The way that Melcher is breaking down the different foundational qualities of immersive experiences also closely mirrors my own elemental approach, but with some slight deviations or different categorizations. His agentic qualities are equivalent to what I call active presence, his embodied is the same as my embodied presence, and his social is the same as my social presence. I also have emotional presence and environmental presence, which he classifies as emotional and physical subsets of immersive qualities. Melcher also has a participatory subset under immersive qualities, which I consider to just be a part of active presence and what he is already classifying as agentic. For me "immersive" is more of an umbrella term that includes all of the various qualities of presence, and Melcher proposes a sort of rating system judging the degree of immersiveness rated across the different physical, emotional, and participatory dimensions. But Melcher doesn't list social as it's own vector of immersiveness as he told me that he considers social to be a subsection of emotions, but I consider social qualities to be distinct from emotional ones. Melcher also highlights the "responsive" qualities of a piece of work, which I see as both connected to ways of amplifying agency, but also something that contributes to Slater's Plausibility Illusion of an experience or a suspension of disbelief, which I classify under mental presence.