Driven by a need for contactless solutions, virtual innovations have enhanced how consumers interact not only with each other, but also their favorite brands, artists, and more. While both content consumption and screen time are on the rise, consumers’ expectation for digital experiences has grown as well, pushing media creators to move beyond traditional formats to deliver content that is at once entertaining, educational, and interactive across today’s leading social and digital platforms. Creating moments of hyper-engagement across media and marketing, this virtual shift, coupled with consumers’ desire for live-streamed events to rival traditional IRL experiences, has given rise to immersive and shareable content and programming.
To enhance those live experiences and events, the digital worlds they take place offer an added layer of immersion, while providing consumers with support, access to information and limited offers or content, and the community element of shared experiences. In this report, the PSFK Labs team explores the greater possibilities of live content within the media sector, the ways virtual spaces are providing consumers with the social experiences they’re craving, and how creators and businesses can engage consumers through this new lens.
Published February, 2021
Elevating consumer education with augmented reality, providing a deeper insight into brand heritage and product benefits through immersive storytelling.Community Platforms
Brands are building stronger communities by establishing digital and physical platforms and activations that help foster the relationship among customers and encourage participation, empowering consumers to co-create the rules and even inviting them into the R&D process. It includes hosting programmed events to build confidence in a purchase or product use in an engaging manner. It also includes peer-to-peer platforms where consumers can interact and exchange with each other.In-Step Fulfillment
Meeting the demand for speed and immediacy by using the physical store and other convenient locations to fulfill online orders and facilitate a hassle-free return process, meeting consumers on their own terms and adapting to their ever-changing set of needs through flexible pickup and delivery options.Interactive Analytics
Companies are increasingly tapping into their existing customer communities to ask how shoppers are feeling, crowdsource new product ideas, solicit feedback and invite product inspiration. Not only does crowd analysis collect valuable primary data to validate market trends, but it also fosters customer loyalty and increased engagement. By pairing data collection with increased customer involvement, retailers can learn from customers while simultaneously honoring their creativity.
The NFL is tapping into the power of popular social media platform, TikTok, to provide their year’s Super Bowl audience with engaging pregame digital content. While social gatherings and in-person tailgates are not currently a viable option, the football organization has curated a live virtual party for fans to tune in to, headlined by Miley Cyrus, and featuring famous TikTok creators, additional musical guests, celebratory content like game-day cooking inspiration segments.Live programming from ESPN provides viewers with exclusive Super Bowl content
While consumers have been largely unable to gather with friends to watch this year’s football games, stuck in their individual homes, and most importantly widely unable to attend in person, sports media giant ESPN expanded its broadcasting offerings to include streaming service ESPN+ and five Disney networks: ESPN, ABC, ESPN2, Freeform and ESPN Deportes. The “MegaCast” included a variety of live programming from a “watch party” hosted on Freeform that exclusively aired a halftime performance by DJ Khaled, as well as more traditional casts hosted by ESPN and ABC.YouTube TV combines live and fantasy sport events into single viewing experience
While they were already creating innovative approaches to TV distribution and consumption, YouTube TV is continuing to push the envelope by offering users a seamless way to watch NFL games and track their fantasy teams at the same time. Users simply have to tap the “fantasy” component within YouTube TV, and their team’s data is pulled in, and based on their weekly matchup they can see player names and scores while still watching the game. For and even easier viewing and assessing experience, players on each user’s fantasy team that are presently playing in the game being watched will automatically be shown at the top of the player list.