Entertainment Marketing Summit: Fandom Activation Secrets Revealed

Fox Entertainment’s Pivot to Digital-First Strategies and Original Programming

At Variety’s Entertainment Marketing Summit, Megan Wahtera, senior vice president of content marketing and media at Fox Entertainment, highlighted the network’s significant shift towards digital-first strategies in response to the evolving media landscape. Wahtera emphasized that the pandemic served as a catalyst for this transformation, forcing the network to adapt quickly to changing audience behaviors and consumption patterns.

Fox Entertainment recognized its audience was becoming more fragmented and had shorter attention spans, demanding a more dynamic and agile approach to marketing and content distribution. Traditional advertising models and large-scale events, once cornerstones of their strategy, lost effectiveness in reaching this new, digitally-oriented audience.

In response, Fox Entertainment pivoted to prioritize digital platforms, leveraging data analytics and targeted advertising to connect with viewers on a more personalized level. This strategic shift allowed them to experiment with new formats and launch original programming tailored to online audiences. Notable examples include the successful reality competition show “The Masked Singer” and the live concert series “iHeart Living Room Concert,” both of which premiered during the pandemic and resonated strongly with viewers seeking engaging online content.

The Importance of Flexibility and Quick Decision-Making in a Changing Landscape

The pandemic underscored the need for agility and adaptability in the entertainment industry. As consumer behavior shifted dramatically, brands and networks that could quickly adjust their strategies and embrace innovation were best positioned for success.

Wahtera emphasized that Fox Entertainment’s ability to pivot quickly was essential to their survival during this period of disruption. The network empowered its teams to make rapid decisions, leveraging tools like Zoom for efficient collaboration and brainstorming. This decentralized approach enabled them to respond swiftly to evolving market conditions and capitalize on emerging opportunities.

The summit emphasized that this flexibility is not a temporary necessity but a fundamental requirement for success in the long term. As technology continues to evolve and consumer preferences change, brands that can adapt quickly and embrace innovation will be best positioned to thrive.

Lessons Learned from the Pandemic and How They Shape Marketing Strategies

The pandemic forced a fundamental re-evaluation of marketing strategies across the entertainment industry. Brands learned that traditional approaches were no longer sufficient and that a more data-driven and consumer-centric approach was essential.

One key takeaway was the importance of understanding and catering to evolving consumer behavior. As people spent more time at home, their media consumption habits shifted dramatically, with streaming services and online content experiencing a surge in popularity. Brands that could adapt to these changes and provide engaging online experiences were best positioned to reach their target audiences.

Another crucial lesson was the need for greater agility and responsiveness. The pandemic demonstrated that the ability to pivot quickly and adjust strategies in response to unforeseen circumstances is essential for survival. Brands that could embrace flexibility and make rapid decisions were better able to navigate the challenges of this period.

Data-Driven Decisions: Understanding Consumer Behavior

The summit emphasized the growing importance of data analytics in shaping marketing strategies. Brands are increasingly relying on data to understand consumer behavior, personalize their messaging, and optimize their campaigns.

The Power of Analytics

By analyzing consumer data, brands can gain valuable insights into their target audiences’ preferences, interests, and behaviors. This information can be used to create more targeted and effective marketing campaigns that resonate with consumers on a deeper level.

Leveraging Consumer Data

Gamestanza recognizes the power of data to inform our content strategy and create a more engaging experience for our readers. We leverage analytics to understand which topics are most popular, which types of content resonate best, and how our audience interacts with our website.

Ethical Considerations

While data-driven marketing offers numerous benefits, it is crucial to address the ethical implications of collecting and using consumer data. Transparency, consent, and data privacy are paramount. Brands must be transparent about how they collect and use data, obtain explicit consent from consumers, and implement robust security measures to protect their privacy.

Creativity Fuels Growth: Innovation in Streaming and Gaming

The summit highlighted the importance of innovation and creativity in driving growth in the entertainment industry. As streaming and gaming continue to evolve, brands that can embrace new technologies and storytelling formats will be best positioned to capture audience attention.

Beyond Big Budgets: Finding Success in Niche Storytelling

Tubi CEO Anjali Sud challenged the conventional wisdom that only big-budget productions can achieve success, emphasizing the power of niche storytelling and catering to specific audiences.

Tubi’s Fan-Driven Content

Tubi’s strategy is to identify emerging trends and cater to passionate fan communities. The platform leverages data analytics to understand what viewers are watching and talking about online, then develops original content that aligns with these interests.

The Potential of Smaller Productions

Sud believes that smaller, independent productions have the potential to captivate audiences in a crowded market. By focusing on unique stories and diverse voices, these productions can offer something different and stand out from the mainstream.

Originality and Unique Voices

Gamestanza recognizes the value of originality and diverse perspectives in gaming and entertainment. We actively seek out and promote innovative games, stories, and creators that challenge conventions and offer fresh perspectives.

The Metaverse and Beyond: Exploring New Frontiers

The summit explored the potential of emerging technologies, such as the metaverse, to transform the entertainment landscape. Brands are increasingly experimenting with immersive experiences and virtual worlds to engage with audiences in new and innovative ways.

e.l.f. Beauty’s Integration into Roblox

e.l.f. Beauty’s integration into the gaming platform Roblox exemplifies the potential of these new frontiers. By creating a virtual world where users can interact with the brand and its products, e.l.f. is reaching a new generation of consumers in a meaningful and engaging way.

Blurring Lines Between Entertainment, Gaming, and Social Media

The lines between entertainment, gaming, and social media are increasingly blurring. Platforms like Roblox, Fortnite, and Decentraland are creating immersive virtual worlds where users can play games, socialize, and consume entertainment content.

Exciting Possibilities for Immersive Storytelling

The metaverse offers exciting possibilities for immersive storytelling. Gamestanza envisions a future where readers can interact with our content in new and engaging ways, exploring virtual worlds inspired by our articles and engaging with characters and stories in a more interactive and immersive manner.