Immersive Programming

Implications - As pop-up marketing continues to dominate in retail and food industries, it is now also being used by the entertainment industry. Whether these pop-up spaces are reactionary or initiated by the entertainment companies behind the TV shows they are inspired by, these spaces function as effective marketing tools for both the experiences they offer for those who visit, and for their newsworthy components. The naturally immersive nature of the entertainment industry has often left it lacking in campaigns that build on that fact, and so this emerging shift reveals the necessity for brands in this industry to better appeal to consumers, who are finding themselves increasingly interacting with this form of entertainment at home.