Marketers want to be part of culture rather than interrupt it. Changing consumption habits and the increasing fragmentation of the landscape require marketers to find ways outside of traditional advertising methods to connect with their target audiences.
But what that actually looks like in practice can be a tough nut to crack — capturing the zeitgeist similarly to how “Barbie” did last summer is rare. So how can marketers make entertainment that people want without the brand messaging overpowering the entertainment?
Michael Sugar believes it has to start with the approach. Brands need to produce entertainment that people would pay to consume rather than skip. Sugar, an Oscar-winning producer and founder of media production and talent management shop Sugar23, announced a partnership with Starbucks earlier this month and introduced Starbucks Studios through which the beverage behemoth plans to produce original shows and movies.
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The original post is at Marketing Archives – Digiday
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