An audience led model for entertainment

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.

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.

Too many entertainment choices: and not just for audiences

This is a list of just some of the entertainment vehicles brands now have at their disposal.

Some list hey?

You can see why marketers might be overwhelmed.

Here's a list of all the things you need to think about when sifting through the opportunities

OK so it's a tad more complicated, but people tend to skip this bit.

Start here and you're on your way.