Virtualization is taking the entertainment industry to the next level, and to stay on the cutting edge, companies like Walmart, L’Oreal, Red Bull, Coca-Cola, and Unilever are experimenting with new ways to deploy content that fully engages the senses. Much like talking revolutionized cinema in the 1927 film, “The Jazz Singer,” changing the way consumers experience a product or brand offers exciting horizons. The key to success if for companies to think more like an entertainer than a producer or retailer. Here are some examples:
- Virtual communities are popping up around sports, travel, recreation and fine dining, such as virtual cycling company Peloton.
- Ikea’s Place app gives consumers the opportunity to stage digital furniture pieces in a room, to visualize before purchasing.
- BooksARAlive is transforming storytelling and imagination by using augmented reality to turn each page into its own digital scene.
Actionable ways that companies can frame the approach are also outlined:
- Create outstanding material that focuses on immersive experiences
- Build a conversation and a buzz with a combination of storytelling, real-time feedback, and sensory experiences
- Understand what audiences like and get them involved in the experience
- Operate with high integrity principles so that responsible immersion is provided to consumers
I read the article mentioned above (https://hbr.org/2019/05/why-every-company-needs-to-think-like-an-entertainment-company) and thought it was interesting. While I am not offering an endorsement of a strategy, tactics, thoughts, service nor a company or author, the information was intellectually stimulating and thoughtful and worth a review.
