This Saturday, March 3, I’ll be leading a conversation at DIY Days in NYC entitled “Measuring Success – New Methods for Funding, Engaging and Creating.” I’ll be approaching it from a branding and entertainment perspective – looking at ways immersive storytelling can be used by brands to engage consumers, effectively draw in an audience, and communicate the fundamental emotional message of the brand. I’ll also explore what this means for creators, in terms of new sources of funding, production budgets, marketing opportunities, and revenue channels – all made possible by the brands they’re collaborating with.
A beautiful example of brands and entertainment living in synergy – one might say even enhancing one another – is the co-branded storytelling campaign for Ridley Scott’s upcoming film, Prometheus (a prequel to his iconic sci-fi horror film Alien). Here, TED, a popular thought leadership speaking series, is reimagined in the year 2023 where technology genius and industrial mogul Peter Weiland shares his vision of the future. In so doing, he sets up the plot of the film, and premeditates a story world that we’re already familiar with from the other Alien films.
In this scenario, both brands are equal heroes.
TED, which is portrayed as the gold standard of intellectual showcases – one that will only grow in prominence over the coming years (Look at that arena!). And the Prometheus brand, positioning itself as an “intelligent story” – thereby attracting an audience that’s interested in more than your standard sic-fi flick.
There is no longer a line separating marketing and entertainment.
If there’s anything that the Prometheus/TED example shows us, it’s that a marketing campaign for a story can be just as thrilling as the story itself – simply by becoming a part of it. And it poses an opportunity for creators and brands at all levels, in all industries. The trick is being able to connect the dots – which is what I’ll be looking at on Saturday.
For more on DIY Days, visit www.diydays.com >by