TBS taps personalized video for
Angie Tribeca binge-a-thon
TBS is pairing binge watching with
social media for the Angie Tribeca series premiere, with an interactive,
personalized social media push driving interest in the opportunity to watch all
of the episodes over the course of a day.
The first season of Angie Tribeca
will air in its entirety, which is a concept derived from the growing
popularity of binge watching caused by streaming platforms and will be a shared
event between fans on social media. Twitter users discussing the show will be
sent personalized videos and Facebook fans will be able to see their questions
answered through an online “interrogation room.”
"The connected experiences is
all about the emotional bond that people and brands can establish through the
coordination of physical, mental and digital interactions," said Michael
Becker, managing partner at mCordis. "For marketers and individuals alike
establishing emotional bonds are critical.
"They are much stronger than
any rational decision making an individual may employ to make a decision, brands
can use them to foster highly profitable and lasting relationships with
individuals based on mutual value exchange," he said. "We will look
back at 2016 and realize that it brought with it the dawn of synchronized
connected experience marketing.
A brand (e.g. CPG, retailer,
entertainment…) is a collection of all the experiences an individual has with
it. In the case of a television show,
these experiences need not only include the pictures and sounds coming out of a
box, they can and should include the synchronization of the community dialog,
as the Angie Tribeca producers are doing."
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