Download the full whitepaper here.
Download the full whitepaper here.
It’s hard to believe that a show that started 47 years ago with middle-aged men dressing up in spandex and capes is still gaining relevancy with consumer brands.
All you need to do is look at all the people playing Pokemon Go everywhere you look these days and see the huge success Nintendo, adding $7.5b to their market value, has had with the release. The “overnight success” stories about John Hanke of Niantic. These stories alone are enough to convince any marketer that the type of launch velocity of any game, consumer product, or new technology can be massively impacted by fans.
Add to that the audience and brand extension growth for Game of Thrones, Walking Dead, and (insert_name_here) sci-fi, fantasy and super hero major studio releases almost every month. Just look at the slate of off-site events this year at ComicCon!
So, why do brand marketers need to continue to pay attention?
1. 150,000 consumers attending a promotion and commerce driven event- without any compensation- the focus group to top all focus groups.
2. It’s not the nerd gathering anymore -it is an opportunity for creatives to interface directly with their fan base.
3. This is the “early adopter” set for every type of consumer electronics, multi-platform media play. The ultimate influencer groups for these products.
4. Retail product introductions. At the major shows in San Diego and NYC, manufacturers will have a straight line before Q4.
5. “It’s about gaming, stupid.” Seriously, stop and think about AR and the impact it’s made in the last few weeks. Gamers, gaming and how consumers interact in new environments is worth paying attention for all marketers.
And, remember, marketing is supposed to be that fun job that everybody thinks they can do. How else do you end up with quotes from Oliver Stone warning about Pokemon Go beginning an era of “Surveillance Capitalism.”
“…being on the right side of the market is always going to be at the top of my mind.”
By now most of us have seen the video of the DJ that finds a way to live tweet his mission to get a pizza delivered to him on a moving train in England (http://www.dailymail.co.uk/femail/food/article-3559200/Man-live-tweets-mission-pizza-delivered-TRAIN-travelling-Glasgow.html#v-3898846172027832875). Gary Vaynerchuk wrote the column below talking about how disruption happens, and he included examples like AAA’s roadside service and how smart pants and delivering food to driverless vehicles is not that faraway.
Here are his insights into the way start-ups happen in the on demand economy.
Warner Bros. has formed Warner Bros. Digital Networks, aggregating the studio’s owned digital video and over-the-top video services and focused on expanding its reach into direct-to-consumer entertainment.
The new division will be led by Craig Hunegs, who adds the title of president, Warner Bros. Digital Networks to his current responsibilities as president of business and strategy for Warner Bros. Television Group. In both positions, Hunegs reports to Kevin Tsujihara, Warner Bros. chairman and CEO.
The group encompasses DramaFever, the subscription-video service specializing in Korean TV shows and film dramas that WB acquired earlier this year from Softbank, as well as WB’s investment in Machinima; its partnership with NBA star LeBron James’ Uninterrupted for digital projects; and its interest in Ellen Digital Ventures, a partnership with talk-show host Ellen DeGeneres. Also under the WBDN umbrella will be Warner Archive Instant, a subscription VOD service offering classic titles from the studio.
Warner Bros. Digital Networks will work closely with Time Warner’s Turner and HBO divisions, as part of the parent company’s overall strategy to reach audiences directly through current and future OTT services.
“In today’s on-demand world, OTT gives us a really effective means to directly provide consumers the programming they want,” Tsujihara said in a statement. “By forming Warner Bros. Digital Networks, we’ll be able to operate more nimbly as we continue to develop and deliver on our digital strategy which will complement our industry-leading distribution business.”