How Netflix and Google’s Fusion of Entertainment and Retail Inspires
Next-Level Packaging and Graphic Finishes
.jpeg "Go from “Shall I do it?” to “Buy it now!” with great packaging")
- How Netflix and Google’s Fusion of Entertainment and Retail Inspires Next-Level Packaging and Graphic Finishes
- Today’s marketing market is experiencing an innovative fusion between entertainment and digital commerce, especially driven by giants like Netflix and Google. These platforms are changing the way consumers interact with products from TV shows and movies, transforming common items into immersive and exciting shopping experiences. For brands, this trend represents an invaluable opportunity to create packaging and visual materials that not only complement, but also enhance the consumer experience of products linked to streaming content.
- Netflix and Google’s Strategy to Transform Entertainment into Commerce Netflix, a leader in streaming entertainment, has capitalized on its global reach to sell products associated with its content. Fashion collaborations, such as those inspired by Stranger Things, or Emily in Paris allow fans to purchase clothing and accessories seen on screen, making consumers feel more connected to their favorite characters. This strategy is part of a comprehensive approach Netflix has perfected to strengthen user loyalty and turn the screen into a “virtual showcase” that drives direct purchasing.
- On the other hand, Google has developed technologies such as Google Glass, which promises to make entertainment an even more immersive shopping experience. By using augmented reality (AR) tools, Google makes it easier to identify products on screen that users can purchase immediately. This approach combines consumer interest in fashion trends and technology, offering an interactive experience that transcends the screen.
- What Opportunities Does It Present for Packaging Design?
- The opportunity for packaging brands is clear: create designs and finishes that stand out in these entertainment experiences and, at the same time, emotionally connect with the consumer. Some ways to take advantage of this trend include:
- 1. Thematic Packaging Inspired by Content: Brands can design packaging that reflects iconic elements of popular series or movies. This can include everything from colors to graphics and textures that remind consumers of their favorite
- scenes, generating an emotional connection and greater identification with the product.
- 2. Premium Textures and Finishes: Just as entertainment content offers captivating visual experiences, packaging can do the same through textured finishes or embossed effects. This not only improves the perception of product quality, but also creates a “collection effect” that drives consumers to keep the packaging as a memento of their favorite series or movie.
- 3. Interactivity with Augmented Reality (AR): Brands can integrate AR experiences into their packaging, allowing consumers to use their devices to obtain additional content, such as interviews with actors or data on the development of the packaging.
- This can create a unique experience that reinforces the brand narrative and provides an additional reason to choose the
- product.
- Connecting with Digital Audiences: Generation Z and Millennials.
- This strategy is especially attractive to Generation Z and Millennials, who seek unique experiences and lean toward brands that share their culture and interests. In addition, the use of packaging inspired by their favorite TV Shows helps capture their attention and loyalty. According to several marketing studies, these generations value brands that invest in storytelling and immersive and exciting experiences, making attractive and unique packaging a key extension of that emotional connection.
- By incorporating this convergence between entertainment and packaging, brands can innovate in their marketing strategies and ensure that their products have a memorable presence both on digital platforms and in physical points of sale.
- Dic 05 2024|Emilia Piedra Donoso.