1) The document discusses the rise of transmedia storytelling, where stories are told across multiple media platforms like books, movies, games and social media. 2) It provides examples of brands like Coca-Cola and LEGO that have used transmedia storytelling in their marketing by developing immersive fictional worlds across different media. 3) The author proposes a transmedia storytelling project called "Shanghai Fusion" that would allow brands to organically become characters in an urban fantasy story told across multiple platforms and formats.