How the Entertainment Industry Can Use Digital Experiences to Drive Fan Engagement
Studios have been increasingly turning to experiential websites and digital experiences to promote their upcoming releases. These sites are designed to maximize fan engagement and drive viewership, often through interactive features or by placing the viewer in the center of the story.
Here we take a look at some notable examples of studios using experiential marketing to promote their content, as well as some tips on how you can create an effective website for your studio.
Some notable examples of experiential marketing in the entertainment industry include:
- Warner Bros.’ The Dark Knight Rises Experience, which gave users a taste of what it was like to be Batman
- 20th Century Fox’s The Martian Experience, which allowed users to explore Mars alongside the film’s protagonist
- Disney’s Tron: Legacy Experience, which allowed users to explore The Grid in immersive 360-degree video
- Sony’s The Da Vinci Code Experience, which gave users a taste of what it was like to solve the film’s mysteries
- Universal’s The Bourne Identity Experience, which allowed users navigate the action through an interactive map
While experiential marketing can take many forms, there are a few key elements that all effective experiential websites share. Here are some tips on how you can create an effective experiential website for your studio:
- Make sure your site is mobile-friendly: With over 60% of web traffic now coming from mobile devices, it’s essential that your experiential website is optimized for mobile. This means ensuring that your site loads quickly on all devices and has a user-friendly interface.
- Use high-quality visuals: experiential websites are all about transporting the user into the world of your film or series. To do this, you’ll need to use high-quality visuals that accurately represent the look and feel of your story.
- Create interactive elements: experiential websites should be more than just a digital version of a traditional marketing campaign. To really engage users, you’ll need to create interactive elements that give them a taste of what it’s like to be in your world. This could include games, leaderboards, 360-degree video, interactive maps, etc.
- Drive viewers to take action: Ultimately, the goal of experiential marketing is to drive viewers to take action, whether that’s watching your film or TV show, visiting your website, or sharing your content with their friends. Make sure your site includes clear calls to action that encourage users to take the next step.
By following these tips, you can create an experiential website that will help promote your upcoming release and drive viewership. So get creative and start planning your experiential marketing campaign today!
What are some other examples of experiential marketing in the entertainment industry? How can you create an effective experiential website for your studio? Share your thoughts in the comments below.
