Cutting-edge approaches the film and TV industry is using to reshape how audiences engage with their favorite movies and TV shows!
With online streaming services and cinemas competing to capture new audience attention, the film and TV industries have had to adapt beyond traditional marketing methods to make a splash. Whether through immersive experiences or branded content, these cutting-edge approaches are reshaping how we engage with our favourite films and TV shows.
Interactive Online Campaigns
Many film and television production companies now understand the importance of launching new shows with a robust social media campaign, whether that’s through creator partnerships or meme creation. However, many go further to create campaigns that are both relevant to their IP and true to their audience demographics.
For example, to celebrate the launch of Season 3 of HBO’s adult science-fiction drama Westworld, the network developed an immersive website called Incite Incorporated. Sharing the same name as the fictional company in the show, the site requested user data to create personalized content for them. The website updated to coincide with plot points in the show’s unfolding season, rewarding keen fans with a more integrated experience.
Slot Machine Adaptations
With online gambling emerging as a profitable and popular entertainment experience, more television shows and films are creating gambling adaptations of their content to appeal to fans. These games tend to include characters and cut scenes from the shows alongside theme music and other elements that are instantly recognizable to fans.
For example, among the slot games online at Paddy Power, players can try online adaptations of shows such as Discovery’s Deadliest Catch or the Deal or No Deal game show. The familiarity of the characters and themes simultaneously creates a more engaging experience for players and an effective cross-promotional opportunity.
Virtual and Augmented Reality Experiences
In recent years, AR and VR have become reliable marketing tools that have been adopted to promote a range of industries. The benefit of these is that they can allow users to fully immerse themselves into the worlds of their favourite films and TV shows and share this with millions of others around the world.
There are countless examples of popular IP using this approach, with a recent example allowing fans of HBO’s Watchmen series to use geo-located AR triggers. This would see distinct characters or images from the show appearing on their screens. These technologies help to build hype and active engagement with the show’s content.
Branded Merchandise and Experiences
Although merchandising and branding have long been a part of the film and television industry’s marketing tactics, the modern approaches have grown in scale immensely. These can include pop-up live experiences, collaborations with brands, and unique products that relate to the content.
This was effectively seen during the promotion of AMC’s Breaking Bad. Products including Heisenberg Blue Ice vodka were released in limited numbers, and pop-up restaurants of the Los Pollos Hermanos chicken shop appeared in major US cities. This kept adult fans engaged with the hit show during and beyond its airing.
New Challenges Require New Strategies
As the film and television industry evolves to face new challenges, so too must the marketing strategies surrounding them. These four examples are just a few of the ways that major IP is making lasting and authentic connections with fans.
