At SXSW, executives from Duolingo, NBCUniversal, and Creators Corp. discussed the evolving landscape of consumer engagement through branded entertainment. NBCUniversal's John Jelley highlighted the importance of engaging fandoms via interactive experiences on platforms like Peacock. Mini-games and video content are strategies to deepen audience connection, fostering competition among users. Duolingo’s James Kuczynski emphasized entertainment as central to their identity, stressing that fun and unique brand partnerships are crucial for effective engagement, ensuring their app remains engaging and avoids monotony in the learning process.
"If the user can feel like you're testing their knowledge and they're themselves part of the game in a way and associated with the brand, they're going to be much more open to playing it versus it feeling sort of somehow forced or non-organic."
"Everything revolves around 'making it fun,' he said. Duolingo's entertainment marketing plan focuses on creating brand partnerships that stand out and don't feel boring."
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