The paper analyses the role of virtual storytelling as a tool for the brand interactive communication in the web environment. The study focuses on three Italian empirical evidences that are interesting experiences of digital storytelling. The study argues that campaigns of digital storytelling benefit from multiple and interactive relationship with the customer. These features affect all the elements of the story - message, means, cast and communication skills - and foster its effectiveness to involve, entertain and active the audience.
Keywords: Storytelling, digital storytelling, brand communication, web 2.0.