HOW TO DELIVER MEANINGFUL CONTENT THROUGH BRAND EXPERIENCES
TO DELIVER MEANINGFUL CONTENT, WE MUST BE AUTHENTIC.
This gives brands a credible reason to deliver their message in an authentic way
through things people care about.
CONTENT IS INCREASINGLY BEING USED AS A BRAND EXPERIENCE TOOL –
NOT JUST AN OUTPUT.
WHY?
BECAUSE CONSUMERS CONNECT WITH BRANDS THROUGH STORIES …
AND THE BEST STORIES ARE THE ONES WE EXPERIENCE FOR OURSELVES.
ignition’s Austin Bryan and Randi Conner shared their stories at Event Tech — the industry’s
fastest-growing conference that showcases the latest technologies and biggest case studies.
Here’s what they shared:
LIVE-STREAMING EVENTS: INSIDE COKE’S E-SPORTS PLAYBOOK
ONE-FOURTH OF ALL THE PEOPLE IN THE WORLD ARE GAMERS…
OUT OF THOSE GAMERS, 70 MILLION PLAY LEAGUE OF LEGENDS.
SO WE LEVERAGED THIS GLOBAL PHENOMENON TO CREATE SOCIAL OCCASIONS FOR GAMERS TO CELEBRATE THEIR SHARED PASSION.
UTILIZING IN-CINEMA LIVE STREAMING TECHNOLOGY, WE BROUGHT LEAGUE OF LEGENDS FANS A ONE-OF-A-KIND VIEWING EXPERIENCE…
GIVING FANS THE POWER TO SELECT WHERE THE EVENTS WOULD BE HELD.
AND LEVERAGING SOCIAL MEDIA TO PROMOTE THE VIEWING PARTIES — WHICH SOLD OUT IN DAYS.
WE PARTNERED WITH THE DIGITAL CINEMA DISTRIBUTION COALITION TO STREAM LEAGUE OF LEGENDS COMPETITIONS TO MILLIONS OF FANS ACROSS THE WORLD.
TO AMPLIFY THOSE EVENTS, WE CREATED CHEER BOARDS, A BRANDED SELFIE WALL AND EXCLUSIVE SOUVENIR CUPS.
RESULTS:
50 MILLION FANS REACHED THROUGH CAMERA FEEDS
TWO MILLION SOCIAL MEDIA IMPRESSIONS
24% INCREASE IN AVERAGE CONCESSION SALES
100% FAVORABLE SENTIMENT ON SOCIAL MEDIA
WE FOUND SUCCESS IS NOT ABOUT THE TECHNOLOGY — IT’S ABOUT BRINGING
THE GAMING WORLD TO LIFE, OFFLINE.
WHICH IS WHY WE PROVIDED A SPACE TO CREATE CAMARADERIE —
CELEBRATING THE GAME AND ITS FANS.
BEST PRACTICES:
FIND THE RIGHT CONTENT PARTNER
LEVERAGE YOUR PARTNER’S REACH
TEST THINGS OUT
START SMALL AND SCALE UP
CONTENT CASE STUDY: COKE ZERO’S REAL-TIME
FAN FILM
WE USED A MUTUAL LOVE FOR THE NCAA MARCH MADNESS GAMES TO UNITE RIVAL FANS.
THE FUN PART?
WE CAPTURED THE ENTIRE EXPERIENCE ON FILM.
OUR FIRST-EVER TV SPOT AIRED JUST BEFORE THE TIPOFF OF THE CHAMPIONSHIP GAME —
INSPIRING MILLIONS OF VIEWERS TO BE #OPENTOTRY.
KEY LEARNINGS:
LIVE CAPTURE IS REAL CAPTURE
FLEXIBILITY IS KEY TO REMAINING AUTHENTIC AND RELEVANT
DEVELOPING THE RIGHT TEAM THAT CAN MAKE DECISIONS FAST IS CRUCIAL
IN SUMMARY…
BE AUTHENTIC.Consumers demand thoughtful and meaningful
content. They want to create their own experience instead of being invited to experience.
BE RELEVANT.Do your research and understand
what your consumers want.
RELEVANCY + AUTHENTICITY = MEANINGFULNESS
