As some of you may have gathered from my Twitter feed, I was back at SXSW this year. Just like last year, my time at SXSW has been incredibly inspirational and educational, and there are a few key entertainment trends that I would like to share with you. On top of that, there will be summaries of two panels that I found demonstrated the current entertainment trends according to SXSW best. Let’s jump right in.
There are three key entertainment trends that I was able to identify at SXSW:
- Continued efforts to create immersive experiences
- Trying to create marketing that is entertainment
- Taking community management to the next level
Both entertainment and consumer brands are continuing their efforts to create immersive experiences for their fans. While entertainment brands lend themselves to such experiences a bit more easily, producers are still experimenting with different methods of immersion to varying degrees of success. Television shows are among the key drivers in this regard. Here we see continued attempts to create second screen experiences, mostly via smartphone and table apps, but also the exploitation of social media and of new technologies for both unconventional marketing and storytelling methods.
The main examples in this respect are the SyncScreen app by the company of the same name, and the Immersion platform by Portal Entertainment. SyncScreen is a second screen app for smart devices that you can use anytime; it syncs with the happenings on screen via the show’s audio stream and offers different content at different storytelling points. Immersion, on the other hand, contains a feature that reads the user’s facial reaction, creating the possibility to adjust the storytelling to the user reaction – among other things.
Another interesting example are Phillips Hue Connected Lightbulbs, which can connect to the TV change color and are dimmed and lit according to the happenings on screen, as in the case of Sharknado.
Marketing as Entertainment
This year, SXSW has also shown how the line between marketing and entertainment becomes increasingly blurred. While this happens both in consumer goods branding and in entertainment branding, entertainment once again lends itself to this trend rather easily. The obvious intention behind this trend is to market to audiences without the message feeling like marketing but more like entertainment. This trend presents great opportunities for transmedia storytelling, of course, if the entertainment content presented as part of the marketing is additional content or a new experience not found in the content of the advertised driving platform. In this trend, the brand almost takes a backseat to the primary entertainment experience, in hopes that the feelings the entertainment experience generates become linked to the brand in the audience’s mind, and that it leaves the audience wishing for more of the same story or universe.
The main example here is the “Three-Eyed Raven”, an entertainment (or marketing?) experience created by HBO and Elastic to foster engagement among Game of Thrones fans while the show was out of season (I will cover this panel in more detail in a later post). Geico’s pre-roll YouTube ads that both are and aren’t ads also fall under this category.
The Next Level of Community Management
The importance of community management and social media use to create and engage with loyal fans is of course no longer news to consumer and entertainment brands. However, this year at SXSW was all about how this community and fan engagement could be taken to the next level. This trend essentially forms the basis of the first two trends mentioned: In order to create immersive entertainment experiences, an entertainment brand must first have a dedicated fan base that follows the brand on different channels, and that is actively looking for any new piece of content, whether it is disguised marketing or not.
The SXSW 2015 sessions were full with both company and entertainment executives who monitor online conversations surrounding their brands closely in order to make predictions of product performance (see coming post about the “The Link Between Social Media and the Box Office” presentation), identify crucial influencers and torch-bearers, and to leverage existing and new audiences and fan communities. There was also a lot of talk about how brands can become integral parts of their user’s lives, from the concept of “People don’t buy what you do; they buy why you do it.“ (Simon Sinek) to turning brands into movements by offering consumers the possibility to create their own narratives surrounding a brand (and to put the narrative into action within a local community; John Hagel).
Needless to say, there was also a lot of talk about what to do when an online community crisis (e.g. a shitstorm) hits.
The Common Denominator
All in all, it becomes clear that these three trends have one thing in common: The wish to completely encompass the user, to meet them wherever they go, and to fundamentally fuse the identity of the user/consumer with the brand. From a marketing standpoint, such a fusion would of course be the Holy Grail. However, I have also heard a few critical voices throughout SXSW regarding this trend. After all, a brand is a careful, artificial construct, and one should probably ask themselves if it is a good thing to integrate something designed with very specific purposes in mind (i.e. mostly profit) into one’s identity. This is definitely a thought that I will ponder over a little in the next few months and years, especially when we get to see just how intertwined personal identity and a brand can become.
Having talked about the broader trend context, I will offer a bit more detailed insights into the following two panels in the next few days, as these sessions represent the trends mentioned above particularly well: