A fragmented audience is the break up of a audience. This has been happening in the most recent years and we have found that fragmented audiences are more diverse due to the increased in media platforms, and the availability to more diverse content and more choice. This is a major problem for media institutions because there is more competitions between cinemas, advertisement, and traditional media in general. Nowadays, modern advertisers have to get a audience to come to them. This is done by engaging the audience through the techniques of Web2.0 to engage an audience used to interactivity. This allows the audience to virally market the products of media institutions.
One media institution which has used digital technology to attract fragmented audience is Disney. One way in which they did this is:
The force was strong in the digital and mobile space, where the content plan ran at a different speed. It was much faster, much more conversational and fluid. With starwars.com as the hub and social platforms —yes, Facebook, Twitter and Instagram, but also a super cool Tumblr blog and even a well-managed presence on Google+—as the spokes, there were new pieces to the story revealed multiple times a day. We shouldn't forget that brands have to earn their way into users' social feeds. Star Wars earned its way into those feeds and the right to stay by publishing and sharing great content. A new app was launched, games arrived, all feeding elements of the overall story Disney was telling.
They even used events like Comic-Con and Star Wars Celebration to further feed the frenzy. Disney streamed live on YouTube, revealing cast members and characters, teasing future films, and essentially bringing fans into the experience as if they were family. They launched toys before the movie release and before the critical holiday shopping season, making that an event in and of itself by labeling it "Force Friday," and bringing key partners like Amazon, Target and Toys "R" Us into the mix, then mistakenly (perhaps?) revealing minor plot details on some of the toy packaging.
The brand partnerships were big and bold and really pinned their only hopes for holiday marketing campaigns on Star Wars. Covergirl, Duracell, General Mills, HP, Subway and Verizon launched major efforts and timed those launches in a way that engaged consumers and fans with products and ads that provided as much unique new content as some of the official work coming directly from Disney.
Force Friday hashtag on Twitter
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