Tyler Greer present 'The Fracture The State of the Shared Experience in a Time of Hyper-Personalisation' at Mumbrella360, 2022

1. Introduction Line
Date
The Power of Shared Experiences in a
Time of Hyper Personalisation

2. 2
“The past is another country
They do things differently there”
L.P. Hartley
The Go-Between

3. 3

4. 4
hot guy
hot and nice
married to an a**hole surgeon
this is the surgeon
he a cheater
was a hair thing
it always is
got no chicks
Super nice guy
gay bloke
big deal at the time
also got no chicks
nut job
boss lady
sister of boss lady
creative type

5. 5
Is this Charlotte from
SATC?????

6. 6
The last time Monday night was a thing

7. 7
by
appointment
only

8. 8
we wanted something else

9. WHAT WHERE WHEN ALL OUR CHOICE
9

10. 10
what we want
as long as we want
whichever device we want
when we want

11. 11

13. WHAT HAVE WE LOST?
13
but what do we lose?

14. 14
collective
shared
experience

15. 15
everybody doing the same thing at
the same time

16. 16
oh good, racist
nana has been
drinking since
9am
like the
wrapping,
hate the $180
toy
joined 80,000
lemmings at
Chadstone and
found nothing
roast lamb and
potatoes on a 38
degree day
shut the *#&@
up
love, actually
well, ACTUALLY, it is
a terrible awful film
family
movies
gifts
carols
kids
food

17. 17
family June
Beach
Quiet
Europe
Gifts for the people who actually
deserve them
Select family members only

18. 18
TV has been a part of this
collective experience for
decades

19. 19
“…experimenting with
the release format so you
have time to dissect and
dish on every step of the
competition as it
unfolds.”

20. 20
production budgets
production scheduling

21. 21
Retains cultural relevance over 6-13 weeks
Less chance of ‘clocking’ a service
Gives reason to maintain subscription
Builds a culture of talkability, amplified through social channels
Gives reason to maintain subscription
Retains cultural relevance over 6-13 weeks
Less chance of ‘clocking’ a service

22. 22
this is something free-
to-air TV has always
understood

23. 23
sport reality
Real time excitement
In the moment currency
Rivalry
Non-replicable and
scarce
Can be binged but
loses social currency
{competitive}

24. 24
bad sport

25. 25
also bad sport

26. 26
Collective, shared
experiences are
about more than the
event itself

27. 27
the anticipation oh my god so excitement

28. 28
the event oh my god

29. 29
the reflection oh my god did you see that?!

30. 30
“There is still something about that collective
experience where people want to watch TV
together and be part of a cultural
conversation,”
Julie DeTraglia, vice president
and head of research and
insights at Hulu

31. Creating drama over time with
scheduled releases allows for
more participation

32. 32
GoT built into a cultural event
because we all viewed it (more
or less) all at once

33. 33
and, mostly, people didn’t even do spoilers
{people are alright)

34. 34
moments are time-sensitive;
effectively harnessing them
for advertising requires
readiness and agility.

35. 35

36. 36

37. 37

38. 38
so what
{do we do
about all this}?

39. 39
that’s $175,000 per second FYI
30-second ad spot in 2019 was $5.25 million

40. 40
ads are primarily dominated by
beer and snack food companies
because Super Bowl Sunday is
the second-largest day for
U.S. food consumption

41. Movies with trailers
that aired during the
Super Bowl were
found to boost
opening weekend
sales by more than
twice the cost of the
ad
Budweiser’s Super
Bowl ads boosted its
sales by almost
twice what they
spent on the
commercials.

42. 42
a self re-enforcing loop – we want to watch them
because everyone else is and so they have currency
in that moment – we can discuss them
the most important thing
is to find the sweet spot
between what the brand
stands for and what is
culturally relevant

43. 43
a self re-enforcing loop – we want to watch them
because everyone else is and so they have currency
in that moment – we can discuss them
the most important thing
is to find the sweet spot
between what the brand
stands for and what is
culturally relevant
“the most important thing is to find the sweet
spot between what the brand stands for and
what is culturally relevant”
Marcel Marcondes
US CMO of AB InBev

44. Whats the most recent thing we all consume at the same time? TRUMP
44
something else
we
experienced
together

45. Which means we need to reconginse them and
harness them
45
harness the
moment
understand
how it
operates

46. 46
shared
experience
proximity
doesn’t require

47. 47
cultural buzz exists here

48. 48
helps us
understand what's
hot and what is
gunna be hot
capture early
momentum and
have influence
tap into cultural
buzz in relevant
ways

49. 49
Conversation reached its daily peak at
nearly 4k tweets on 4th of October
nearly 3 weeks after being released.
200k+ tweets from 61k tweeters within
the first two months of being released
on Netflix.

50. 50
collective participation

51. 51
is the old model
the new model

52. 52
Amazon Watch Party

53. 53
Succession

54. 54
Mare of Easttown

55. 55

56. 56
“Our enjoyment of buzzy series is
increasingly tied to belonging rather
than bingeing.”
Cailah Scobie Stan’s chief
content officer

57. 57
Instagram too

58. Why do we care about any of this?
58
for brands it has power

59. 59
Bowling Alone: The Collapse
and Revival of American
Community Robert D Putnam
In a world where everyone has a bowling alley in his own house, it is
certainly true that you can bowl a lot more with a lot fewer distractions and
a lot more convenience, but it's just not the same

60. 60
scary advertisements felt
scarier under group
attention.
group attention intensified
feelings of sadness to negative
images, and feelings of
happiness to positive images.
a video depicting homelessness led
to greater sadness that prompted
larger donations to charities
benefiting the homeless.
increased the amount of cognitive
resources allocated toward sad
and amusing videos (as indexed by
the percentage of thoughts
referencing video content, leading
to more sadness and happiness,
respectively.
these effects could not be explained by
differences in physiological arousal,
emotional contagion, or vicarious
emotional experience. Greater fear,
gloom, and glee can thus result from group
attention to scary, sad, and happy events,
respectively.
Source: Feeling more together: Group attention intensifies emotion 2014

61. 61

62. 62
“It ain’t no fun if the homies
can’t have none”
Snoop Dogg

63. 63
May 14, 1998

64. 64
recognise the opportunity shared screen
experiences offer us
strive for cultural relevance
add to the moment
offer participation

65. 65
this is where
the energies
live

66. 66
appointment
viewing
us
binging

67. 67
thanks