What’s your brand’s story, anyway?
Summary
But what hasn’t ebbed — and in fact has been revealed in our recent research — is that people want the opportunity to directly participate in the content experience itself just as much as they crave a rich story. This channel transforms the audience from passive consumers into active participants, providing them with chances to make personalized choices that directly impact the way the story unfolds. When financial firm Deloitte New Zealand (disclosure: client) planned its graduate recruitment campaign, the goal was a lighthearted experience that immersed the viewer in a typical day at the office while presenting him with decision points that reflected company culture. Because viewers choose which details are worth exploring, they engage more deeply and leave with a stronger impression; we’ve found that the campaign has averaged more than 10 interactions per viewing. Leveraging interactive enables marketers to glean specific audience behavior, in turn helping them gauge trends and plan even more effective storytelling campaigns.
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