Background
Growth of social media and digital content distribution channels pose tremendous challenges to marketing executives charged with brand building, promotion and monetization of entertainment properties. Today companies need new ways to engage with customers, foster deep connections and facilitate interactions with characters and storylines.
Engagement is a tough assignment in a world where 3000 ads a day is the norm—especially when tasked with reaching an audience that values authenticity and is passionate about content. Major entertainment companies have strategically shifted how they market their IP/ intellectual property products. Disney, Netflix and BTS tapped iconic Hollywood creators at Invisible Thread to develop interactive offerings that are themed to bring fans and viewers into the world of the brand.
Solution
Invisible Thread, a long-time Facebook partner, developed an enjoyable way for users to engage with their favorite stories and characters—and importantly– to do so with their friends. Invisible Thread created a fresh genre of Facebook Messenger applications that immerse users into the content they crave.
The Invisible Thread team produced custom solutions for each client—using various XR tactics that mapped to each client’s creative strategy. In some cases Messenger was gamified, or characters incorporated into a group chat and sometimes they even leaped out from the screen in 3D.
Three of the largest and most influential brands in the world tapped Invisible Thread to create interactive environments for Facebook Messenger—the ideal place for engaged users to chat socially within the themed IP.
- Disney’s Wanda Vision: Invisible Thread put users in Wanda’s living room and featured a glitchy TV screen and implemented front and rear camera effects to showcase the interactive chat environment. Multiple Easter eggs were embedded within the experience for true fans to follow, find and chat about as the scenes update through the decades.
- Netflix’ Stranger Things: Friends gather in the Upside Down to commemorate Stranger Things Day with immersive elements created by Invisible Thread on Facebook Messenger and Instagram. Plenty of surprises await in the immersive, dynamic world shown in 360 backgrounds and group chat effects in augmented reality. Friends can share Demogorgons and Dinguses using cutting edge soundmojis and fabulous camera stickers while spending time together.
- BTS: With worldwide fans numbering in the multi-millions, the Korean band BTS is the highest grossing band of all time. To engage the legions of passionate BTS followers, Invisible Thread developed a comprehensive immersive solution for Facebook Messenger and Instagram. Users can direct message privately with TinyTAN, explore 360 AR backgrounds from Magic Door, share stickers and even set up a themed group chatroom to video chat with friends.
Engagement, immersion and interaction with proprietary IP is the leading edge of digital marketing today and tomorrow as the Metaverse takes off. Facebook, through the talented creative team at Invisible Thread, is presciently creating these experiences to strengthen the connections between fans, brands and entertainment providers.
Results
Although detailed Facebook metrics are confidential, the immersive Messenger and Instagram experiences created by Invisible Thread consistently rank in the top five, week after week, of all measured backgrounds.
COMPANY: Invisible Thread
