The “Super-Fan Framework” — IoT Enhances the Way Media and Entertainment Companies are Interacting with Consumers
By Cameron Starman May 1, 2018
Have you ever picked up your tablet or smartphone during a sports game to begin a “two-screen experience”? Or maybe sought out a mobile game with your favorite cartoon characters in it? Well then, you might just be a “Super-Fan” too. Not long ago, the age old race for eyeballs evolved into the race for impressions, and not just any sort of impression either. Media & Entertainment (M&E) companies have all realized, it is not about the quantity of experience, it is about the quality of experience.
VR, AR, MR, Gaming, and two-screen experiences are all today’s common vehicles extending the role of M&E Intellectual Property (IP) beyond its original structure. Over the last few years a shift has happened to keep consumers engaged on a weekly or daily basis. This “Super Fan” framework looks to build a deep bond with the consumer and offer them multiple touch points to interact with their favorite IP. So everything that caters to these “Super-Fans” has been figured out already right? The simple answer is, definitely not.
As we enter a world that will top 40 billion connected devices in just the next 6 years alone, the area for expansion is being paved. Through these devices will come an entire new medium for the M&E indurstry to redefine themselves once again. By pushing out platform specific and cross platform content companies will be able to create customizable experiences based on that consumers IoT or in other words, a connected device network.
A smart watch that pushes a discount to your favorite show’s VR experience when you are nearby. Alexa playing an exclusive audio segment brought to you by one of your favorite movie characters. Your favorite show with a purposeful connected devices adaptability built in that can offer further experiences that consumers can interact with and dive deeper into the story. Maybe even one that integrates your smart thermostat to adjust based off the location of the show you are watching.
Ok, that’s taking it a bit too far probably, but you see where this is headed right? All of these additional touch points are going to bring a higher-level experience to the consumers like never before, while bringing actionable data to companies to create further content creation and provide deep audience insight.
Beyond this, there is a looming tech disruption that will have a huge affect on the size and scope of the entertainment market as a whole in the coming years. I mean of course, the dawn of the automated vehicle. According to the Washington Post, the average US worker spends about 26 minutes each way from work to home and vice versa. As automated vehicles become the norm, an enormous amount of free time will be created due to us no longer watching the car in front us. This disruption will create a increasing vacuum where M& E companies that possess and disseminate high quality additional content around their IP will be king.
Beginning down this path now will most certainly allow Entertainment companies to pave the way in this space and push their marketing departments in a whole new direction. Each products can now be as multifaceted as those behind the creative can dream up. The key will be bringing on the right partner that can help companies understand these platforms and how to integrate their content appropriately to achieve maximum effect.
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