![]() With more ad-free streaming platforms, more ad blocking and more consumers moving away from linear TV, marketers need to make content that will actually get people to tune in - which is where short films can come in. ![]() It’s no surprise that marketers are looking for ways to get people to care about their brand messages. Ultimately, it’s about connecting with people through the universal appeal of a good story and establishing a stronger relationship with the audience.” “By sharing compelling stories, brands capture attention, foster community and build their brand identity. “Narrative-driven storytelling allows brands to communicate not just what their offerings are, but what they mean to their audience,” Strauss said of brands utilizing short films in their marketing. “This idea of using a narrative-driven film to introduce a guitar and take people on an imaginative journey is a fresh approach for us,” Alanna Strauss, svp of creative and content at Fender, said in an email. It’s something for people in love with the film industry, the quality of movie imagery.”įender, meanwhile, is using the short film approach to tout a new guitar, the Signature Fender Stratocaster, in partnership with rising musician Steve Lacy. But for such a car, to transform and electrify the brand, this kind of storytelling is giving the answers to the people without paid media talking about it. “Pushing the car would use different marketing through the sales funnel. “The movie is not the same as the advertising,” said Ponikva. Instead of a traditional screening in a theater, the carmaker has planned a red carpet around dozens of the cars where attendees could then watch the seven-minute film, which stars Uma Thurman and Pom Klementieff. From now on, watch out!” Ponikva said.īMW is using its new short film, “The Calm,” and its premiere at the Cannes Film Festival to showcase a new theater screen feature for its BMW i7 Electric Sedan. “We’re always about having some drama in our storytelling,” said Stefan Ponikva, vp of brand experience at BMW, adding that the carmaker has a history of creating entertaining branded content via BMW Films for over two decades, reviving it in 2016 with “The Escape.” “Seven years later, we are back.
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