Insight of the Day: Lights, camera, advertise: why cinema and fandoms are a box-office smash for brands

Detailed Findings

1. Engagement and Connection:

   • Fan communities thrive online (e.g., Potterheads and Star Wars fans).

   • Cinema provides a rare, interruption-free environment, which ensures that viewers' attention is fully captured.

2. Cinema's Unique Advantages:

   • Personalized Ads: Nearly 90% of consumers prefer personalized advertisements, and cinema excels in delivering them.

   • Higher Engagement: Cinema beats social media and television in terms of personal relevance and engagement by +9% and +18% respectively.

   • Authenticity: Successful campaigns like Barbie’s demonstrate the importance of relevant brand partnerships.

3. Case Studies:

   • Heavy cinema-goers show a higher propensity to pre-order new video games, indicating a strong correlation between cinema engagement and consumer behavior.

   • Pearl and Dean’s collaboration with Fandom provides deep consumer insights and cross-targeting opportunities, emphasizing the power of fandom in driving advertising success.

4. Upcoming Opportunities:

   • Major blockbusters such as Sonic the Hedgehog 3, The Minecraft Movie, Moana 2, and Captain America: Brave New World present ideal opportunities for brands to engage with excited fans.

Trend Reflected in the Article

• Fandom and Cinema Synergy: The article highlights the growing trend of utilizing the synergy between fandoms and the immersive experience of cinema to create deeper connections with consumers.

Big Social Drive Reflected by Trend

• Craving for Connection: People’s desire for connection and shared experiences, both online and offline, drives engagement with brands through their passions.

Big Social Trend

• Personalized Experiences: Consumers increasingly seek bespoke experiences and personalized advertisements, enhancing their relevance and engagement with brands.

Strategy to Follow by Brands

1. Target Fandoms:

   • Identify Passion Points: Brands should identify and engage with communities passionate about specific films, games, or shows to create targeted marketing campaigns.

   • Collaborations: Partner with fan-driven platforms like Fandom to gain insights and effectively target these audiences.

2. Utilize Cinema's Unique Environment:

   • Distraction-Free Advertising: Leverage the focused, interruption-free setting of cinemas to deliver impactful and engaging advertisements.

   • High Engagement Content: Develop high-quality, relevant ads that resonate with the viewers’ interests and passions.

3. Authenticity:

   • Genuine Marketing Campaigns: Ensure that all marketing efforts are genuine and relevant to the target audience. Authenticity in branding, as demonstrated by the Barbie campaign, is crucial for success.

4. Timing and Relevance:

   • Align with Upcoming Blockbusters: Strategically align campaigns with upcoming blockbuster releases to maximize engagement and reach.

   • Leverage Excitement: Use the excitement around new releases to create buzz and drive consumer engagement.

5. Extend Engagement:

   • Pre- and Post-Film Activities: Engage fans before, during, and after their cinema experience through various touchpoints such as trailers, social media interactions, and post-film discussions.

   • Iconic Characters: Featuring iconic characters in campaigns can help raise awareness and engagement, as seen with Pearl and Dean's use of Sonic in their idents.

Source: https://www.creativebrief.com/bite/trend/guest-trend/lights-camera-advertise-why-cinema-and-fandoms-are-a-box-office-smash-for-brands