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.
Eat
Broadcast entertainment consumed in a passive way. Stuff people watch or 'eat up' (e.g traditional TV).
Play
This denotes a level of interaction. Audiences can play with the entertainment (e.g music festival, mobile game)
Shape
The audience can influence the content (e.g ARG, user generated content)
Share
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.
4 comments:
I like it - a bit like Maslow's hierarchy of needs but for entertainment!
hey Kate..is "create" in shape on your lovely model??...only it sounds like shape is adapting an existing experience or piece of content for their own purposes. If a brand is included in a piece of content they create themselves then surely that's the closest someone can be to the brand over and above sharing it. Like me creating a short film about the love of chocolate and choosing to place a snickers bar in it..ultimate homage!
@Ben, thanks for your thought provoking comment. Not sure if I have the exact answer.
Yep shape includes create i.e your example of the chocolate video.
When we imitate, adapt and produce we generally tend to share our handiwork, after we create it, so maybe sharing still wins out?
Your question makes me think of that adage about if a tree falls in the forest and no one's around does it make a noise?
k
brilliant Kate - thanks for sharing loving the lo-fi drawing as well. definitely useful in prodding the client to the next level!
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