A new trend marketers need to be aware and take hold of is advertainment, which combines advertising with entertainment. Traditionally advertising is seen as a one way street, feeding consumers with as much information and selling points about products as possible, hoping to result in sales.
Brands such as Pepsi have picked up on the fact that the best way to target Generation Z, the generation following millennials, is through entertainment. This generation has grown up with the internet and looks for entertaining brands that they can easily engage with balancing out the engagement channels.
At Shoppertainment, we have been using Social Media as a tool to reach out to Generation Z and build a relationship with them, in order to create a two way street. On Facebook we post grids or apposing images and ask fans to vote for their favourite; we want to create content that is viewed and engaged with instead of scrolled past. Recently we ran a ‘Caption This’ competition where the funniest caption won. We want fans to laugh with us, therefore creating a positive association with our brand.
Research by Jonah Berger, a marketing professor at Wharton Business School, University of Pennsylvania, states that viewers are 20 times more likely to share articles, adverts or information with their friends and family if they evoke the right emotions. Consumers understand they are being marketed to on internet sites, but if their online brand experiences are memorable ones, they are likely to have a positive response.
Having a sense of humour with your advertising means you become an approachable brand, one that people will stop to listen to and one that stands out in a stream of one way rhetoric. Generation Z like many millennials, make time for content that entertains them and if they make time for your brand, you have your following.
Blogs, podcasts and the use of social media platforms are all widely used by the leading brands. Snapchat enables brands to use formatting such as personalised lenses, geo-filters and in-app games, which can be shared easily. The app has mainly young users who typically spend between 25 to 30 minutes a day using it. Pepsi has recently printed a Snapcode on its limited-edition cinnamon flavoured Pepsi Fire cans and bottles. Snapcodes are 2D barcodes that the Snapchat mobile app can read using a smartphone camera. Users open Snapchat and take a photo of the barcode to connect which means they can unlock exclusive branded geofilters, sponsored lenses with floated 3D objects, as well as a game.
This means of advertising allows brands to serve customers in a way that they want, with something they’re already using and it doesn’t feel like branded advertising. Marketers have so many channels that they can interact with consumers through and the more interactive brands can be, the more loyalty they will receive from audiences.
Stephanie Potter, Marketing Director at Shoppertainment adds: “As marketers, we are always looking for new ways to engage with our audiences. There are thousands of other brands doing the same thing, saying the same thing, and to a point, selling the same thing too so it’s all about making your brand or event as engaging and therefore memorable as possible.”
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