Marketers have to continue to be creative in reaching out to consumers in the digital age with emerging technologies allowing consumers to fast-forward through commercials and stream shows and movies online. Storytelling is a way for brands to connect with consumers as they can relate to stories and foster a connection. In the digital age marketers continue to find new ways to incorporate emerging media and in doing so create short-films in place of commercials to catch the attention and keep consumers entertained. For instance, Nike released a short-film called The Last Game which reinforces its “Just Do It’ slogan with the message “Risk Everything”, and delivers this message with an entertaining story about human (and popular known) soccer athletes competing against the artificial intelligence soccer robots.
While marketers can create interesting digital stories for brands, marketers can also use digital platforms such as Vine to encourage participation from consumers to help create and share the digital story. Urban Outfitters launched a micro-video campaign encouraging “Chuck lovers” to submit 6 second Vine clips of their amazing adventures wearing their Chucks. 3 other examples of brands utilizing Vines to tell stories can be found in this article “Top 4 examples of Vine brand story telling to date“. Using Vine to encourage consumer stories about the brand is a great way to engage with consumers and help spread stories about the brand which people can relate to and find entertaining. There are many digital platforms and emerging media that can be used to help a brand tell and spread its story, what other ways have brands found success in telling stories?
Emerging Media 