The Nalden Effect
Posted: Mon Feb 17, 2025 8:50 am
An example. Less than a year ago, it was quite unthinkable that a huge event could be 'broadcast' live online in reasonable quality across the world via the internet. Last month, YouTube broadcast a Coldplay concert live , in full HD, across the world, without any glitches or glitches. A milestone in the technical history of the internet! But what was most striking was how this event was communicated by YouTube and picked up by the public. Not the fact that it was so special, this HD livestream. No, all communication was about the Coldplay concert, about the men of Coldplay and their mission to share music with everyone, and about the fact that Anton Corbijn directed the registration. The emphasis, in short, was on the content, on the story. When technology becomes invisible, the storytellers stand up.
Advertisers are now starting to respond to this. In the 18-35 age group, fewer and bolivia phone number list fewer people are willing to passively endure unsolicited advertisements (targeted at the masses, or actually: untargeted). They zap away during commercial breaks, or even worse: no longer watch television. How do advertisers reach this target group? Through digital storytelling. The always-on, everywhere- connected generation par excellence is open to relevant and personal content. Stories that matter, that they want to be a part of. And if those are 'branded stories', so be it . That's actually pretty cool. Call it: the Nalden effect . Who the storyteller is, a person or a brand, is subordinate to the story itself. Or at least: the story comes first; if it is worth it, the storyteller is looked at. With respect. And that respect is worth gold for brands and companies.
“ As consumer spending evolves from “needs to wants”, from goods to experiences, the post-digital age focuses on personal contact. Post-digital is not pre-techno but exploits technology for a civilizing purpose, human congregation and intercourse. The money is at the gate. This must be good news. ” – The Guardian
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Take the campaign: Journey to Nowhere . A beautiful road movie of three youngsters (with a nod to Truffaut's classic ménage à trois film: 'Jules et Jim') on their way to the town of Nowhere in the US. Supported by blog posts of the journey, diary fragments, music. This story was followed by countless youngsters during 'the journey', online. It was a story that appealed to them, to which they could contribute. It was not a commercial for jeans. But it was made by a jeans brand. Cool!
Advertisers are now starting to respond to this. In the 18-35 age group, fewer and bolivia phone number list fewer people are willing to passively endure unsolicited advertisements (targeted at the masses, or actually: untargeted). They zap away during commercial breaks, or even worse: no longer watch television. How do advertisers reach this target group? Through digital storytelling. The always-on, everywhere- connected generation par excellence is open to relevant and personal content. Stories that matter, that they want to be a part of. And if those are 'branded stories', so be it . That's actually pretty cool. Call it: the Nalden effect . Who the storyteller is, a person or a brand, is subordinate to the story itself. Or at least: the story comes first; if it is worth it, the storyteller is looked at. With respect. And that respect is worth gold for brands and companies.
“ As consumer spending evolves from “needs to wants”, from goods to experiences, the post-digital age focuses on personal contact. Post-digital is not pre-techno but exploits technology for a civilizing purpose, human congregation and intercourse. The money is at the gate. This must be good news. ” – The Guardian
Accept cookies
Take the campaign: Journey to Nowhere . A beautiful road movie of three youngsters (with a nod to Truffaut's classic ménage à trois film: 'Jules et Jim') on their way to the town of Nowhere in the US. Supported by blog posts of the journey, diary fragments, music. This story was followed by countless youngsters during 'the journey', online. It was a story that appealed to them, to which they could contribute. It was not a commercial for jeans. But it was made by a jeans brand. Cool!