This is a generation of digital natives:
where Millennials are using two screens on average, it is not uncommon for Gen Z-ers to make use of five separate screens at once – most commonly TV, cellphones, desktops, laptops, and portable music players. Successful brands will need to evolve from producing few, linear stories to publishing content with multiple, live storylines told across a multitude of touchpoints. The notion of a linear customer journey is simply irrelevant in a world of fragmenting touchpoints and proliferating content. Chipotle recently made great use of multi-channel engagement with their “Scarecrow” campaign. After their first short film that began the conversation about where food comes from and how it’s produced, ‘Scarecrow’ will air the issue through multi-channel content. The campaign includes another shortfilm, an online game and a song recorded by Fiona Apple. All link to additional content through the brand’s website.
This is a generation of digital natives:where Millennials are using two screens on average, it is not uncommon for Gen Z-ers to make use of five separate screens at once – most commonly TV, cellphones, desktops, laptops, and portable music players. Successful brands will need to evolve from producing few, linear stories to publishing content with multiple, live storylines told across a multitude of touchpoints. The notion of a linear customer journey is simply irrelevant in a world of fragmenting touchpoints and proliferating content. Chipotle recently made great use of multi-channel engagement with their “Scarecrow” campaign. After their first short film that began the conversation about where food comes from and how it’s produced, ‘Scarecrow’ will air the issue through multi-channel content. The campaign includes another shortfilm, an online game and a song recorded by Fiona Apple. All link to additional content through the brand’s website.
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