Content Marketing in a Multi-Screen World
After a recent viewing of Disney’s Pirates of the Caribbean: On Stranger Tides I noticed an intriguing alternate viewing option–Disney Second Screen. This unique movie experience allows the viewer access to additional content in sync (audio and visual) with the viewing of the movie.
Here’s the question?
Could this be the content environment of the future? I don’t know about you, but I often find myself hitting Wikipedia or IMDB during a TV show or movie. It’s also not unusual for me to have my iPad doing one thing in support of the project I am working in coordination with my front-and-center iMac workstation.
How do we feed this hyper-content consuming consumer?
Social@Ogilvy took a quick crack at the high-level vision:
Dirk Shaw, Head of Social@Ogilvy West, outlines the following 5 principles for multi-screen storytelling:
- Act like a publisher – Shaw emphasizes the importance of an editorial strategy that creates a consistent, brand building story.
- Plan a multi-channel narrative – Consumers no longer move in a straight line, making the sales funnel an increasingly confusing metaphor.
- Be creatively swift – Your mindset needs to be one of rapid creative prototyping, allowing you to accelerate from idea to execution instantly.
- Use content to build relationships – A multi-screening world is not simple broadcasting what’s happening in different places.
- Cross discipline collaboration – Telling the multi-screening story is everyone’s job. It is really the only way to scale this strategy.
What do you think? Should we be creating content marketing plans for the multi-screening environment? Can we even handle the complexity?