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This week, it’s all about experiences. Outdated Spice goes brick-and-mortar. Lexus goes digital. NASA goes to Mars. And all three do greater than take their audiences alongside for the trip – they put them in energy positions.
Your subsequent haircut may very well be content material for Outdated Spice
Males’s grooming model Outdated Spice is opening its first barbershop subsequent month. However for content material entrepreneurs, that’s not the large information. That is: The barbershop additionally shall be a content material studio (and retail outlet and take a look at lab) for the Procter & Gamble-owned model.
The studio will produce digital and social media content in real-time. A number of the content material will come from tutorials created by movie star barbers (with high-profile purchasers) taking part in a residency program on the Columbus, Ohio, location – close to The Ohio State College.
WHY IT MATTERS: Experiential advertising gives alternatives for brands to connect with people in real life –– so it goes a protracted solution to fostering long-term relationships with an viewers. Outdated Spice neatly combines the barbershop with a content material studio so its viewers (college-age males) can expertise the model – and turn out to be a part of its content material, too.
In any case, if you happen to’re going to have a star stylist go to your barbershop, why not get much more from the go to by creating content material from the occasion?
Outdated Spice plans to make use of the barbershop studio to create content material not just for its personal channels but additionally for retail companions like Walmart and Goal to make use of on their channels.
HOW WE HEARD ABOUT IT: We noticed the information within the Columbus Dispatch, then dug into the small print through this Media Post article that includes an interview with Leif Edgar, Outdated Spice hair workforce model director.
[email protected] @OldSpice smartly combines barbershop and #content studio – the college-age male clientele gets to experience the brand – and become part of its #ContentMarketing, too via @CMIContent. #WeeklyWrap Click To Tweet
Twitchers design the last word gaming automobile for Lexus
Lexus tapped the Twitch neighborhood to design a brand new car. On a January livestream hosted by standard Twitch streamer Fuslie, greater than 550,000 viewers gave their opinions on options starting from the automobile’s exterior wrap to a {custom} controller. Fabrication consultants then spent months constructing the automobile, dubbed Players’ IS, which Lexus describes as a “completely immersive gaming car.”
Marketing Dive experiences the occasion is tied to the advertising marketing campaign for the Lexus IS, which targets the automobile to “people who find themselves ‘all in’ on pursuing their passions.”
Within the Twitch community-designed automobile, LED panels venture programmable content material onto the rear window. The trunk features a custom-built gaming PC, and the passenger’s aspect consists of an built-in gaming system with haptic suggestions within the seat. Twitch voters opted for an inside look labeled Neon Tokyo.
Lexus advised us this week there aren’t any plans to fabricate the car, which relies on the Lexus IS 350 F Sport.
WHY IT MATTERS: Manufacturers ought to take into account the rising alternatives to attach with the Twitch viewers. Along with Lexus, Capital One, LampsPlus, and different manufacturers are getting concerned on the non-gaming channels. And it is sensible given the rising viewers on Twitch. Between January 2021 and 2021, concurrent viewers greater than doubled – from 1.36 million to 2.9 million. (And over 80% of that viewers is 34 or youthful.)
HOW WE HEARD ABOUT IT: We pulled this information and a few of the particulars in an ideal piece by Robert Williams in Marketing Dive.
[email protected] and @Twitch pass the controls to gamers to design a “totally immersive gaming vehicle.” You won’t see it on the road, but you’ll learn something about creating #content experiences, via @marketingdive @CMIContent. #WeeklyWrap Click To Tweet
NASA counts to 360 in Mars touchdown
Stay protection inside NASA throughout area launches is nothing new. In any case, the world held its breath together with NASA personnel because the moon touchdown aired reside on tv in 1969. Final week, when the #CountdownToMars for Perseverance was solely hours away, NASA went live on YouTube, providing a 360-degree view, reside sound from contained in the rooms, and a working commentary explaining what was taking place.
Greater than 2 million folks joined the interactive broadcast. Many took management of their very own viewing expertise, transferring the digital camera to see what was taking place in several components of the room.
Missed it? You’ll be able to watch it here. Don’t overlook to play with the 360-degree device within the higher left to see what’s round.
WHY IT MATTERS: The Mars touchdown is simply cool. As for content material advertising, the NASA instance reveals how manufacturers cannot solely take viewers behind the scenes however allow them to take the controls of their expertise. A grasp of ceremonies – i.e., a reside narrator – takes the expertise to the following stage.
HOW WE HEARD ABOUT IT: We’re followers of #CountdownToMars and came upon how nice NASA was at sharing the expertise with the world.
Can’t get enough #CountdownToMars? Check out the twenty-first century #content experience @NASA designed – and what it teaches about #ContentMarketing via @NASAPersevere @CMIContent. #WeeklyWrap Click To Tweet
Cowl picture by Joseph Kalinowski/Content material Advertising Institute
— Content material Advertising Institute Workforce to contentmarketinginstitute.com
