Marketing Lessons from Award-Winning Music and Movies | Part 2

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.

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.

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.

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.

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.

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!