A comprehensive transmedia activity to commemorate the International Day of Light 2021 on social networks

Since the advent of the COVID-19 pandemic, face-to-face outreach has been gradually replaced by dissemination through social networks. However, the use of social networks for outreaching is not easy since there is an important risk of biasing the communication by converting it into an exclusively one-way channel. In this contribution, we explain how a transmedia perspective can transform a regular activity, as a photo contest for the International Day of Light 2021, into an interactive, comprehensive and functional event in Twitter, Instagram and Twitch.