In today’s media landscape, it’s more exciting than ever to be a fan and engage with characters and stories, not just through the traditional mediums of movies and TV, but also across podcasts, music, video games, toys, in-person experiences and more.
“To be a theatrical event, you have to be everywhere,” says Danielle De Palma, executive VP of global marketing for Paramount Pictures. “You have to take over pop culture for a period of time. People need to see you on TV, in their social feeds, where they’re eating, where they’re shopping. Cross-category marketing is really part of the larger recipe for theatrical success.”
Fan interest may continue to trend upward even after and between major releases, according to the recent Kantar and Amazon Ads study. “You can also tailor your campaigns with sequential messaging, dynamic messaging during live events, like Thursday Night Football, or further elevate the campaign through a special sweepstakes or high-touch moment,” Coronel adds.Fans today have high expectations — and they should.
When asked how Hasbro approaches customer-first campaigns, Sue Perez-Jackson, senior director of global ecommerce for licensed consumer products, says: “We aim to create the best brand experience, whether it’s content or commerce, and deliver on the fans’ high expectations. We are creating amazing brand destinations on Amazon with our partners and giving the consumer the opportunity to enter the world of their favorite franchise.
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