Red Touch Media CEO Wayne Scholes had the pleasure of serving as a panelist at Digital Hollywood in Marina Del Rey, CA this week. He, along with fellow panelists Justin Killion, Jeetendr Sehdev, Dustin Callif, Juli Swingle and Tom Dunlap discussed a myriad of topics with greatest emphasis being placed on building authentic brand relationships.
The first step is finding the appropriate medium for addressing your audience. It’s no longer safe to assume that every individual uses the same “first screen,” as Scholes pointed out during the panel. Television has long been considered the “first screen,” but younger audiences are increasingly using tablets, smartphones etc. instead of a television to consume entertainment content. Knowing the way your audience consumes content will also allow for more accurate metrics afterwards.
Next, you need to know how to effectively address that audience. One example from the panel was The Walking Dead Chop Shop. Hyundai was looking for a way to get The Walking Dead viewers to engage with their products. This challenged them to find a way of making themselves applicable. The Walking Dead Chop Shop allowed viewers to create their own “zombie survival car” by taking a base Hyundai model and adding various anti-zombie mechanisms. It also introduced a competitive aspect as each finished car was given a “survivability” score. Users were encouraged to share and compete with their friends. This targeted campaign resonated extremely well within this demographic. The key is finding a way to layer something on top of entertainment – integrating as opposed to running alongside a program.
Lastly, incentivize your audience to interact with your program. A live-cast program produced by New Tool of America stranded a master craftsman in the wilderness with little food, a few tools and an iPad. Viewers were able to engage with him remotely through social media, immediately impacting his actions. Making viewers feel involved in the program is a great way of making them feel invested, which creates a loyal audience.
We know there are plenty more tips out there for building authentic brand relationships. What did we miss? Let us know in the comments below!