Embracing nostalgia amid COVID-19 can provide brands a unique opportunity to interact with audiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 30, 2020, 9:56 AM GMT+0

TV networks and streaming services could add a fundraising component as audiences tune in to watch.

This article states brands must embrace nostalgia in their marketing and messaging to effectively connect and engage with audiences amid the pandemic. With people confined to homes and new productions thinning out, brands have an opportunity to leverage nostalgia to connect with consumers.

The entertainment industry, for example, could capitalise on its millions of content pieces to engage their audiences. Further, as networks like ESPN replay old games on loop, inviting players to re-watch and provide voiceover commentary could add to the nostalgia approach.

Syncing play-by-play to Twitter chat can engage audiences, as players or actors answer fan questions in real-time. The author contends the concept could be explored in other genres as well, like “director’s cut” of a movie.

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[2 minute read]

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