I'm a gamer. Sure, I don't get to play video games as much as I would like to, but I love being part of that world, staying in-the-know with what's been released, what just got announced and what I should be playing but am not. Very little of my gaming hobby actually involves playing the game. Frankly, I don't have time, but perhaps, the biggest reason is because there are so many other ways to enjoy video games. The game, the product publishers invest millions in creating and even more in marketing, is only the beginning of an ecosystem created by its users that extends far beyond the console.
Twitch TV has 45 million monthly active users, each of which spend an average of 106 minutes daily watching live gaming. Twitch is just the beginning. Right now, there are more than 9 million video game-related videos on YouTube, which have racked up 119 billion views "YouTube users watch fan-made videos over brand-made videos at a rate of 19 to 1," says Thomas Owadenko on ReelSEO.
People aren't only compelled to create content. They're compelled to consume it at a surprising rate. This is a huge win for publishers, which can rely on communities of gamers to help them spread the word and show off their products.
Sure Games Can Do This, but...
Gaming is an experience. It's entertainment surrounded by events like E3 and online publications like Kotaku and IGN, so it lends itself to content creation, reinterpretation and reimagination. The gaming conversation and excitement begins long before a game's release, and content creation for some titles (most notably Minecraft) extends long ofter. Of course people are creating content and extending games, but will they really do that for other, non-entertainment products? Absolutely.
We see consumers remixing and rethinking brands and products all the time. You need to look no further than Pinterest to see how people are organizing their thoughts around products by simply categorizing them in specific boards for inspiration or even linking to websites that use seemingly mundane products in extraordinary ways.
Every brand and every product is up for reinterpretation, and that's a very good thing.
Interruptive advertising can only get brands so far, and in a world with more filters available for people to circumvent interruption, the less effective it can be. The true opportunity lies when brands integrate into the lives of consumers seamlessly by thinking through how the brand experience extends beyond the product and usage itself.
How is your brand encouraging people to share? Better yet, how can people reinterpret and remix your business by remaining your products in new ways? Encourage people to share. Encourage people to create. Perhaps, start by working with those people who are already creating content about your business to find ways to expand that behavior to others.
The days of controlling the experience are long over. Instead, create an experience that invites them to take control and extend your brand experience into areas you never thought possible.