Transmedia storytelling is a process where integral elements of a fiction are dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This concept, originating from the entertainment industry, has expanded beyond it to encompass marketing and various digital content. The definition emphasizes using the innate characteristics of each medium to effectively convey part of a larger story, with each element contributing to a bigger, more enriching experience. Examples include franchises like Harry Potter, video games, comics, and even Disney theme parks, where different mediums are used to build and expand on a shared narrative. Transmedia storytelling is not limited to entertainment; it can be applied to businesses and brands to engage audiences and build successful relationships. Key challenges include ensuring consistency and fidelity across multiple platforms and teams working in parallel or at different points in time. A storyworld, or brand storyworld, serves as a reference source for everyone involved, providing continuity and coherence. The concept recognizes the importance of audience participation, encouraging customers to share their experiences and engage with brands. By incorporating transmedia storytelling into customer engagement, businesses can design better communications, empower teams, and create stronger relationships.