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Context Changes Content


When I worked there, Nickelodeon had a saying, ‘Be wherever kids are”…Nick’s mission is to deliver great entertainment to kids everywhere and anywhere. It could be a TV…a mobile device….in-store…or at one of their parks. Doesn’t matter…find where your audience is, that’s key.

A brand’s life used to be simple. Their customers watched TV, at roughly the same time, on one of the limited number of commercial channels available…or they listened to the radio to and from work…or they read the papers in the morning.

Then the internet happened – bash! – followed closely by the mobile-device sucker-punch – Crash!

Now, you’ll find a brand’s audience on numerous platforms on various devices all of the time. There are more and more demands on the one thing a brand is after…their customer’s attention.

But although this might all seem a little dizzying, some things haven’t changed – Video content is still king, regardless of how or on what device people are watching it.

Where your Customer is..that’s where you need to be.

What has changed is where you place this video…you can’t depend on a handful of channels….You need to go where your audience is….whether that’s Facebook, pinterest, snapchat, instagram or musical.ly

Joining the dots….

And brands must think about how context changes content. Understand that frame of Facebook or Snapchat or Pinterest changes the way the user and customer engages with a brand’s message. Production companies make content for an audience (the potential customer) and that audience is multifaceted with lots of different groups…we need to tailor our content to speak to each of those groups and reflect the medium we are using to deliver that content. Let’s embrace this proliferation of platforms and channels. It presents us with exciting opportunities to land your brand message in a multitude of cool ways.

Nickelodeon’s mission, to be wherever their customer (kids) are….is really one all brands need to engage with. Where is your market’s attention directed? Be there.

Below is a fun cross platform campaign we produced for Heinz Spaghetti Hoops. We created a 30” animated commercial with a web-drive message asking kids to go online and write their own story inspired by the advert, then we choose the best stories and animated them into a new series of commercials. The campaign was a neat virtuous circle….TV commercial drives kids to interact with the campaign online and then the kids own stories become a new series of TV commercials.

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(Click the Image to view the Heinz Spaghetti Hoops Commercial!)

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