Table of Contents
And we’re back!
Award season isn’t just about the glitz and glam; it’s a hub of inspiration for marketers looking to make their campaigns shine. Earlier this week, we covered what marketers can learn about the art of storytelling and the importance of cross-cultural adaptation from movie directors and songwriters. But there’s plenty more we can learn from the entertainment business to enhance our marketing campaigns.
In the second part of this series, we’ll discuss how incorporating innovative technologies and keeping up with the latest trends have transformed films and TV series into popular hits and viral sensations. We’ll examine some globally recognised examples and analyse the essential lessons that can help make your next campaign a viral success.
3. Innovation
Award-winning films and music often push boundaries to amaze and entertain fans by using innovative concepts, visual effects, sound evolution, and creative genres. Advances in prosthetics and makeup also have a significant role in creating stunning performances.
While most marketers cannot afford Hollywood budgets for their campaigns, we can still draw creative inspiration from movies and music and think outside the box. With advanced video editing, augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) now widely available, we can bring our innovative ideas to life and develop unique and memorable campaigns without necessarily breaking the bank.
Innovation In Film: Avatar and The Lord of the Rings
Avatar demonstrated the power of using technology (like motion capture and CGI) not as an end, but a means to immerse viewers in the story. James Cameron’s vision brought to life the world of Pandora, showing marketers the importance of using technology to deepen narrative connection.
The Lord of the Rings highlighted seamless technology integration with its portrayal of Gollum, blending CGI and live-action to make the fantastical feel real. Peter Jackson’s work teaches the value of making technology enhance rather than distract, pushing creative boundaries to tell compelling stories.
These cinematic achievements underline the importance of leveraging technology creatively to tell stories that resonate deeply with audiences. Like Cameron and Jackson, marketers should aim to use technology to enhance storytelling and audience engagement, ensuring the message is not just seen but felt.
What Marketers Can Learn
From the cinematic achievements of “Avatar” and “The Lord of the Rings,” marketers can extract valuable lessons on leveraging technology to amplify their campaigns:
- Storytelling First: Both films demonstrate that technology’s greatest value lies in its ability to enhance storytelling. Use digital tools to elevate your brand’s story.
- Innovation with Purpose: The technological advancements in these movies were not just for spectacle but served the larger narrative. Similarly, marketers should integrate new technologies (like AR, VR, or AI) to enrich the consumer experience, not just for spectacle.
- Emotional Connection: The depth of audience immersion in these films highlights the power of creating an emotional connection. Campaigns should aim to evoke feelings, making the brand memorable and fostering a deeper bond with the audience.
- Pushing Boundaries: Both directors were not afraid to push the limits of current technology to realise their visions. Marketers, too, should be bold in exploring innovative approaches, even if it means venturing into uncharted territory.
By applying these lessons, marketers can create more impactful, innovative, and emotionally resonant campaigns, driving deeper engagement and fostering lasting connections with their audience.
Spotify Wrapped: Innovation To Drive Personalisation at Scale
Just as “Avatar” and “The Lord of the Rings” redefined cinematic experiences through innovation, Spotify Wrapped has revolutionized how brands can engage with their audience using data and technology. Launched annually, Spotify Wrapped is a masterclass in personalised storytelling, leveraging user data to craft individual musical journeys over the past year.
- Personal Touch: By offering users a look back at their year in music, Spotify Wrapped fosters a personal connection, much like the relatable storytelling seen in “Avatar” and “The Lord of the Rings.”
- Technology as a Medium: Leveraging data analytics for a personalized experience showcases how technology can enhance, not overshadow, user engagement.
- Community Building: The shareability of Spotify Wrapped transforms personal experiences into social conversations, creating a sense of community.
- Narrative Power: Using data to tell a user’s musical story exemplifies strategic storytelling, making each interaction meaningful.
Innovative Marketing: Tips and Ideas for Elevating Your Campaigns
Leverage Data for Personalisation
Much like Spotify Wrapped, use the data at your disposal to create personalized experiences for your audience. Tailoring content, offers, and messages based on user behaviour and preferences can significantly increase engagement and loyalty.
Embrace Emerging Technologies
Stay ahead of the curve by exploring and integrating emerging technologies. Whether it’s augmented reality (AR), virtual reality (VR), artificial intelligence (AI), or something else, find innovative ways to enhance your storytelling and engage with your audience on a deeper level.
Focus on Storytelling
Borrowing from “Avatar” and “The Lord of the Rings,” remember that at the heart of innovation should be compelling storytelling. Use technology to tell stories that captivate your audience, evoke emotions, and leave a lasting impression.
Foster Community and Shareability
Encourage your audience to share their experiences with your brand, much like the communal sharing of Spotify Wrapped. Create campaigns that are not only engaging on an individual level but also possess elements that users will want to share with their network.
Experiment and Iterate
Don’t be afraid to try new approaches. Much like the film industry’s technological advancements, not every attempt will be a blockbuster success, but experimentation is key to discovering what resonates with your audience. Use feedback and data analytics to iterate and improve continuously.
Enhance User Experience
Ensure that every interaction with your brand is seamless, enjoyable, and memorable. From website navigation to customer service, every touchpoint is an opportunity to impress and engage.
Invest in Creative Talent
Surround yourself with creative minds that can think outside the box. Diverse teams bring a range of perspectives and ideas, driving innovation and creativity across your campaigns.
Stay Authentic
In all your innovations, maintain your brand’s voice and authenticity. Your audience values genuine connections, so ensure that new technologies and strategies amplify rather than dilute your brand identity.
DOWNLOAD THE PROMOTION PLAYBOOK
Find the Perfect Fit For Your Brand
4. Leveraging Current Cultural Trends
Staying ahead of the curve requires tactical agility. It also demands a consistent awareness of current and emerging trends that shape consumer behaviour.
The same is true for music and movies, and both savvy marketers and artists understand that trends can signal an important shift in values, preferences, and consumer priorities. Leveraged effectively, they offer opportunities to forge authentic connections with audiences.
The Nostalgia Wave: Stranger Things
Stranger Things took Netflix and the world by storm.
When its third season launched in the Summer of 2019, Netflix announced that 40.7 million household accounts tuned in within the first four days of it being available – more than ever before. 18.2 accounts had already finished the season by day four.
The phenomenon of “Stranger Things” isn’t an isolated case of cultural nostalgia making a significant impact. The entertainment industry has seen a broader trend of reviving past decades, demonstrating a keen audience appetite for nostalgia across various domains, including fashion, music, and lifestyle. The resurgence of 90s and Y2K trends in today’s fashion scene is a testament to this, with everything from choker necklaces to cargo pants and vibrant patterns making their way back into mainstream popularity.
Similarly, “Glow,” with its authentic 80s aesthetic, taps into the same vein of nostalgia, celebrating women’s wrestling within the colourful and dynamic era. Like “Stranger Things,” “Glow” demonstrates how a deep and respectful engagement with the past can resonate with contemporary audiences, further proving that the allure of nostalgia, when leveraged correctly, transcends mere trendiness, becoming a powerful tool for storytelling and audience engagement.
Making New Coke, Old Again
We’ve talked about brand-movie partnerships before, so it’s worth highlighting how one savvy brand also jumped on the Stranger Things bandwagon. Coca-Cola’s revival of New Coke through its partnership with “Stranger Things” exemplifies these lessons in action. By aligning with the show’s 80s setting and engaging the Duffer Brothers for an advertisement, Coca-Cola turned a historical product failure into a nostalgic success story. The campaign’s immersive experiences, such as pop-up ‘upside-down’ vending machines and limited availability of New Coke, not only showcased innovative marketing but also the power of authenticity and emotional resonance in leveraging nostalgia.
This strategic move by Coca-Cola highlighted how understanding and integrating cultural trends can breathe new life into a brand, turning a potential negative into a powerful engagement tool. The authentic link between New Coke and “Stranger Things,” both icons of the 80s, serves as a blueprint for marketers aiming to leverage historical trends for contemporary impact.
Harnessing Cultural Trends: Practical Tips for Marketers
Cultural trends ebb and flow. Marketers have a golden opportunity to tap into these movements to enhance brand relevance and connect with audiences. Here are practical tips to navigate and leverage these trends effectively:
- Keep a pulse on emerging trends via social media and trend forecasting tools. Agility is key—be ready to swiftly integrate these trends into your campaigns.
- Understand the why behind a trend for deeper engagement. Ensure your brand’s interaction with the trend respects its origins and aligns with your brand identity for authenticity.
- Select trends that complement your brand’s message. Use them to add depth to your narrative, not as the main attraction.
- Employ trends to create immersive experiences and unique content. Encourage user-generated content to deepen community engagement.
- Monitor the performance of trend-based campaigns and be prepared to adjust based on audience feedback. Keep an eye on the lifecycle of trends to phase your campaign appropriately.
- While engaging with trends, ensure your long-term brand vision remains the focus. Avoid trends that may dilute your core message.
Conclusion
We learned from directors Eric Cameron and Peter Jackson to embrace early innovation but never forget the importance of maintaining a human and emotional connection with your customers. And we went back to the 80s to talk about how trends can turn your campaign into a viral event. But beware and only follow those trends that align with your brand and your audience. Consumers will understand the connection is forced and not authentic.
There’s much more about making blockbusters and epic pieces of music that applies to marketing, too, but we’ll let these four lessons sink in for now. Read part one of the series here. Also, because – speaking of blockbusters – the Academy Awards 2024 are around the corner, and we need to get ready to attend the red carpet…From our living room, with tons of popcorn!
Powering Your Cross-Border Promotional Campaigns
We’re not just any marketing firm – we’re promotions experts. We specialise in designing and executing global promotions in any country, so you can reach more loyal customers, sell more products, and grow your business. No matter what you sell, which languages your customers speak, or where they’re located, we can create a promotional campaign that’s tailored to your needs and budget.
Don’t devalue your products with discounts. Promotions such as cashback, gifts with purchase, and trade-ins sell your products just as well – or even better – and at full price.
Our customer satisfaction promotions will help you build trust with your customers. Empower your customers to buy with confidence, knowing their satisfaction is your number one priority.
Loyal customers are the lifeblood of any business. They’re your best customers, buy more often, and drive more sales than your average customer.
