Source: This Is Money/HBOS
The squeeze on family budgets was brought into sharp focus by the publication of entertainment inflation figures for the entertainment and leisure pursuits of ordinary Britons. Some of the figures, particularly the cost of attending live sport are astonishing. When coupled with the rising price of fuel these bring the cost of a family day out up to frightening levels and out of the reach of many.
So what might this mean for brands? Well first of all giving your loyalists some kind of helping hand to have fun these days feels like a great opportunity. In the social sphere entertainment based rewards have got to be a great way to activate your community and to build size and scale.
Secondly it also stikes us that in a world rich with second screens and gaming consoles, creating shared family fun experiences to brighten up time at home is a big opportunity. ‘Gameification’ sounds like made up marketing babble and as such may be an offputting concept. However in a world where the price of fun is rising so rapidly, connecting with people through play looks like an attractive prospect.
With increasing numbers of people watching TV with Zeebox in their hands expect to see branded fun built into many major broadcast campaigns over the next twelve months.