Ignition Delivers Meaningful Content Through Brand Experiences
Post on 10-Feb-2017
How to deliver meaningful content through brand experiencesHow to deliver meaningful content through brand experiencesTo 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. ignitions Austin Bryan and Randi Conner shared their stories at Event Tech the industrys fastest-growing conference that showcases the latest technologies and biggest case studies.Heres what they shared:LIVE-STREAMING EVENTS: INSIDE COKES E-SPORTS PLAYBOOK ONE-FOURTH OF ALL THE PEOPLE IN THE WORLD ARE GAMERSOUT 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 experienceGiving 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 feedsTwo million social media impressions24% increase in average concession sales100% favorable sentiment on social mediaWe found success is not about the technology its 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 partnerLeverage your partners reachTest things outStart small and scale upContent Case Study: Coke Zeros 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 captureFlexibility is key to remaining authentic and relevantDeveloping the right team that can make decisions fast is crucialIn summaryBe 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
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