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TV and film marketing is failing to reach vital gen Z audiences. Top media brands Disney, Netflix and FX believe experiential marketing is the key to winning over younger audiences – especially after the last few years of pandemic disruption.
Disney’s ‘The Wonder of Friendship’ teaser
AV entertainment has historically ramped up the excitement flywheel through a long-established chain of critics, newspapers, magazines, TV chat shows and talent press junkets. But in the peak streaming era – where there’s more clamor than ever – brands are aware they must cut through to where gen Z is.
Why TV brands are banking on experiential marketing
Disney is going big with a multi-sensory experience in 2023 called ‘The Wonder of Friendship,’ an announcement that comes made soon after Netflix and FX both opened immersive retail experiences. Furthermore, Channel 4 revealed to The Drum a strategy shift towards experiential. The real world is becoming a canvas to spark our TV fantasies.
James Herring, chief executive of the creative PR agency Taylor Herring, recently worked on the House of the Dragon throne tour and Channel 4’s interactive Make Me Prime Minster campaign. He says the competitiveness of the streaming market means TV companies “cannot rest on their laurels” and market content the traditional way.
“You are not going to reach gen Z with a double spread in The Radio Times or by putting your talent on The Graham Norton Show,” he says.
That’s where these unusual experiences come in. Disney’s ‘The Wonder of Friendship’ experience opens in May 2023 and is pitched as an ode to best friends, bringing to life characters including Lilo and Stitch, Mickey and his…
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