The article is devoted to the study of the influence of transmedia storytelling technology on mass consciousness on the example of cases from the field of mass culture and political communication in the comparative aspect. Transmedia storytelling, consisting in the non-linear distribution of a global story across different media platforms in parts that do not repeat, but complement each other, appeared as a result of an active process of media convergence taking place in the digital media space. This is one of the most relevant tools for the synergy of different polycode (multimodal) texts. The scientific novelty of the study lies in an attempt to expand the scope of application of linguistic methodological tools for the analysis of current social and socio-political phenomena. At the same time, we consider the multimodality inherent in transmedia projects as a phenomenon of social semiotics. The product of transmedia storytelling is converged polycode (multimodal) texts demonstrating the isomorphism of their semiotic components, allowing them to be regarded as an integral part of a single transmedia story, based, as a rule, on several digital and traditional platforms, characterized by transmediality, which is most consistent with the mental features of modern consumers of information, and, in this regard, having a significant influencing potential. The article discusses the main characteristics of the analyzed transmedia projects, such as plot features, multimodality, interactivity, which contribute to attracting a significant audience of fans, as well as products of creative rethinking of these transmedia stories (fan fiction) and different artifacts that testify to the recognition and wide distribution of the projects (merch). At the end of the article, recommendations for the practical use of transmedia storytelling technology to promote and popularize political projects and other political and social initiatives are formulated.