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A consumer's need to be constantly and creatively entertained by the brands he/she consumes. An increasing expectation for a brand to provide new, interesting and entertaining content.
Consumers are demanding a new level of "Entertainmentization", that is, when a brand that goes out of it's way to shock, surprise and entertain them. Whether it's through the use of technology, for instance the Nokia Lumia launch with Deadmau5, through humor; Old Spice - The Man Your Man Could Smell Like and The Force - Volkswagen commercial or through interaction; such as the Nestle Contrex ad where consumers are invited to bike in order to watch a 'strip-show'.
by ellastracciatella December 12, 2011
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