Destination content
Building on branded entertainment, there appears to be this bubbling up of destination content. And if you can crack it, the rewards are outsized.
An example is Acquired, a simple premise, hear the backstory of a company’s life journey. Like Porsche, or Trader Joe’s or LVMH. 8 episodes a year, $16m+ in advertising.
TBPN is the more recent example, cornering the space between a tweet and a full PR run, the live show format drew in the tech community.
But zoom out, and it’s everywhere, Ramp with their live stunt, Sweetgreens with their show, WealthSimple just launched the Trade Show.
For audiences, it’s an escape from the scroll slop. And for brands, it’s a distinctive place, with a shared experience, amongst their target customers.
It’s like the old days of TV. It’s a lot easier for a brand to have a distinctive moment in amongst a large shared experience. Versus, trying to slot a post in a feed, which no two scroll experiences are the same. A much harder creative mandate.
As brands seek more distinctive executions than catering to the algorithm’s mean, destination content offers a real alternative.
MrBeast is a perfect example, brands can package his show and reach 140m people, all sharing the same experience, at once. Exactly like TV in its heyday.
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Tactic
If you haven’t earmarked some destination content as part of your mix, now’s the time to strike.
Dig deeper
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