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POP Marketing

... , and more. Heineken afterward edited the footage into a mini-film that helped the surprised stars to recognize their hidden “legendary” nature.To forge ties with creators and advocates of independent music, Converse built a free-use recording studio, called Rubber Tracks, in Brooklyn, and opened its doors to indie bands in need of the space and equipment to lay down a quality recording. Working artists can apply online for use of the state-of-the-art studio and nothing is expected of them in return ...

Pro Parodies

... , TV, music, books, and celebrities. Such “pro-”parodies are flourishing not as part of an effort to cut down their subjects, but as an original way for fans to celebrate and engage with their favorite culture content. Among young consumers and the actors and comedians they emulate, the desire to parody has become an immediate, instinctive response to everyday content consumption. One can barely keep tabs on the parodies proliferating online and trending across social media; a quick Google video ...

POPscape

... chasers, and taking an elevated, intellectual view of the smarter pop now proliferating online and off. Our POPscape breaks down these three distinct developments in contemporary culture and explores their implications for both creators and consumers. MICRO POPThe old cultural paradigm dictated a polarity between Mainstream and Niche. Both subsets had their distinct idea of what was “good,” but only what was mainstream could strictly be considered popular (i.e., widely known and well regarded by most ...

Culture Counseling

... , or playing a game, young consumers are inclined to find takeaways they can apply to their own lives, as evidenced by an abundance of articles online titled “lessons from [x].” This shift is further demonstrated by the sudden rise of online quiz culture. Through innocuous online quizzes (like BuzzFeed’s viral hit, “What City Should You Live In?”), users are seeking to quantify elements of their selfhood. The recent surge of interest in this clickable, shareable content form, demonstrated most ...

POP Global

... with the Chinese cultural tradition of giving presents to favorite performers, fans can buy credits to send online entertainers virtual gifts. Broadcasting sites offer performers a revenue-sharing deal to split the proceeds from these presents. SLASH FAN FIC FORBIDDEN IN CHINASlash fan fiction, which centers on same-sex relationships between the authors’ favorite fictional characters (regardless of their sexual orientation in the original content), has grown extremely popular in China as a way for ...

Justifying Fan Fic

... publishers and movie studios, an abundance of fan fiction demonstrates fans’ dedication to a likeminded soul; for example, a work of fan fiction that has thousands of clicks online suggests an author with a built-in fan following of his or her own. Indeed, some of the most popular pieces of fan fiction have more readers than many New York Times bestsellers. Moving forward, brands should celebrate fan creativity with a level of excitement that matches fans’ own. - Justifying Fan Fiction - Last year ...

The Binge Method

... everyday and a more complete and immersive experience of favorite content. BRAND BINGEDuring ABC’s Binge Watch Week, the network made entire seasons of nine of its series available for online streaming, to encourage viewers to binge on a new show.Xbox One rewards binge viewers by unlocking achievements after they’ve met certain viewership goals, such as watching three episodes in a row on Netflix, tuning into a Twitch gaming channel for eight consecutive hours, or listening to 10 songs in a row via ...

Outer Limits

... MARKETINGLast year, AXE launched the AXE Apollo Space Academy, an online contest to send 23 winners to the edge of space with Space Expedition Corp. After the online component, 100 people were sent to the Axe Apollo Space Camp in Florida to compete in space-simulation challenges for a seat on the ship. KLM Royal Dutch Airlines hosted a “Claim Your Place in Space” contest, in which a GPS-enabled balloon was launched in the Nevada Desert, and fans were tasked with guessing the height and location of the ...

Try Before You Buy

... Retailers are addressing young consumers' penchant for pre-purchase research by introducing both physical and digital home trial initiatives.Generations Y and Z are discerning shoppers and diligent researchers who are highly cautious of their spending. In fact, 54% of Cassandra Report respondents say they do more pre-purchase research than they did just five years ago. To cater to these careful consumers and alleviate their uncertainties about purchasing online, retailers in rising numbers are ...

Consumed Takeaways

... something is amiss, whether that something is product quality or corporate ethics. Be smart about your policies and practices, and open about your successes and missteps. What you don’t tell them they’ll find out on their own terms. Build a seamless experience.Gens Y and Z do not differentiate between their online and offline experiences, nor do they prioritize one medium over the other. For these individuals, what happens on-screen is just as real, worthy, and “experiential” as what happens in tangible ...