Entertainmentization
a consumer’s need to be constantly and creatively entertained by the brands he/she consumes. an increasing expectation for a brand to provide new, interesting and entertaining content.
consumers are demanding a new level of “entertainmentization”, that is, when a brand that goes out of it’s way to shock, surprise and entertain them. whether it’s through the use of technology, for instance the nokia lumia launch with deadmau5, through humor; old spice – the man your man could smell like and the force – volkswagen commercial or through interaction; such as the nestle contrex ad where consumers are invited to bike in order to watch a ‘strip-show’.
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