This is one of my favourite Stickywood tools. It's ridiculously simple and really useful.
Clients usually go 'aha' when they see this.
So I thought I'd share it.
The layers in the circle represent the different ways that audiences can engage with content and entertainment (in the broadest sense). The closer your brand is to the centre of the circle, the smaller the distance between you and your audience.
Broadcast entertainment consumed in a passive way. Stuff people watch or 'eat up' (e.g traditional TV).
This denotes a level of interaction. Audiences can play with the entertainment (e.g music festival, mobile game)
The audience can influence the content (e.g ARG, user generated content)
People are enabled to share the content with others (e.g video sharing sites like Youtube)
Eat. Play. Shape. Share.
It's a handy matrix when exploring ways that audiences can engage with entertainment.
Use it wisely.