In the current television scenario, series have transcended the traditional boundaries of the screen by offering immersive experiences that engage audiences in innovative ways.
This approach, which is a harmonious blend of theater, commerce, viral marketing and dedicated fan service, has proven to be an effective strategy for attracting and maintaining viewer attention.
A striking example of this trend are the immersive experiences created around series such as ‘Friends’, ‘The Walking Dead’, ‘Game of Thrones’ or ‘Round 6’.
Immersive experience
In the midst of the era digitalwhere public attention is increasingly sought after, series producers are looking for innovative ways to stand out.
Instead of relying exclusively on traditional commercials, immersive experiences become a natural extension of the fictional universe, giving fans a unique opportunity to experience the environment and characters of their favorite series.
One of the notable examples is the recreation of iconic ‘Friends’ sets, which allow fans to feel like they are part of Monica and Rachel’s famous apartment.
The famous sofa from the series ‘Friends’ – Image: Sortir à Paris/Reproduction
Such immersion goes beyond simple entertainment and becomes an emotional experience that strengthens the audience’s emotional ties with the series.
Likewise, interactive events based on ‘The Walking Dead’ transport participants to a zombie apocalypse, thus generating a visceral connection with the series’ universe.
‘Game of Thrones’, in turn, took the experience to an epic level, with the creation of themed fairs and tours of Westeros scenes.
Fans are able to experience the series’ universe in a way that goes beyond the screen, creating lasting memories and even greater loyalty.
And of course, most recently, a groundbreaking experience based on the ‘Squid Game’ series, also known as ‘Round 6‘, it was made.
It gave fans a unique opportunity to experience the exciting and intense challenges of South Korean production.
Inspired by the plot of the series, participants face deadly trials to win a significant prize. This experience allowed more than 456 people to participate in similar challenges, adapted to guarantee the safety of those involved.
Called ‘Round 6: The Challenge’, the initiative demonstrates the lasting impact that engaging narratives and immersive experiences have on the audience, thus transforming the act of watching TV into active and interactive participation.
Scenes from the adaptation of ‘Round 6’ – Image: Netflix/Reproduction
The success of this adaptation, with significant participation from enthusiasts, highlights the growing demand for experiences that transcend the screen and bring favorite stories to life.
Marketing above all
These immersive experiences aren’t just an entertainment strategy — they’re also a powerful marketing tool.
Barrie Gruner, executive vice president of marketing and advertising at Hulu, points out that while people don’t talk much about the billboards they see, these immersive activations significantly drive word of mouth.
The emotional connection and shared experiences transform participants into involuntary ambassadors for the series, which expands the reach of the promotion.
Finally, the immersive experiences associated with television series represent an evolution in the way the public interacts with entertainment.
Such initiatives go beyond mere passive consumption and transform fans into active participants by making marketing more impactful and creative than ever.
In a world saturated with information, immersive experiences emerge as a powerful tool, capable of highlighting a series in the competitive landscape of the entertainment industry.
