In this edition of our Creative Collective, we’re excited to highlight Max's innovative "Mood Messaging" campaign.
Spotted while watching White Lotus S3 👀
As the streaming landscape continues to expand, viewers are faced with an overwhelming array of choices, making it increasingly difficult to decide what to watch. In fact, the Nielsen Streaming Content Consumer Survey revealed that 20% of viewers often don’t know what to watch beforehand and end up doing something else instead. 🤯
Max has recognized this challenge and has taken a creative approach to enhance the viewing experience. Their in-app message survey asks users what they are in the mood to watch—options include Action, Mystery, Drama, Reality, and more. Based on the selected mood, Max recommends a show that users can stream immediately or allows them to go back and pick a new mood if they’re not satisfied with the initial suggestion.
This campaign taps into a crucial piece of metadata: mood. Did you know comfort streaming is at a high? Cynopsis finds 66% of viewers say they are enjoying discovering content that was originally released 10+ years ago. That explains why Katherine Heigl still gets recognized by teens today for her role as Izzie Stevens.
What creative campaigns have you spotted recently? Share your insights and let’s continue to inspire each other in our journey of innovation!
Published 2 months ago
Version 1.0