ENTERTAIN OR DIE, 2024 ©
BY °SMALL WORLD / ANALOGUE

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  • 01

    Proprietary index showing how Entertainment Brands stack up against market leaders in the metrics that matter.

  • 29

    Unique creative tactics.

  • 35

    Entertainment Brands featured

  • 05

    Case study interviews with the likes of Mid-Day Squares and THIS!

     

Entertain or Die

learn how to behave in a world of big brands and limited attention.

MEET THE ENTERTAINERS

Here’s a sneak peek at 4 of the 8 Entertainer Archetypes

Script
writer

Script
writer

SCRIPTWRITERS BUILD A BRAND WORLD PEOPLE WANT TO FOLLOW REGARDLESS OF THEIR PRODUCT.

  • The tactic in a sentence
    Build a brand universe people want to follow, regardless of the product.
  • How does it entertain?
    Makes people feel as though they relate to the brand as they would a character in a sketch show, cartoon or TV series.
  • Why is it entertaining?
    These brands have placed a serious focus on creativity. The results rival HBO entertainment value.

collaborative
chameleon

Collaborative Chameleon

COLLABORATIVE CHAMELEONS ARE STRONGER WITH OTHERS. THEY FORM UNEXPECTED PARTNERSHIPS TO CREATE MAXIMUM BUZZ.T TO FOLLOW REGARDLESS OF THEIR PRODUCT.

  • The tactic in a sentence
    Surprise people by lending key brand assets to unexpected allies within adjacent cultures.
  • How does it entertain?
    They always keep people on their toes, wondering what might come next.
  • Why is it entertaining?
    Our lives are saturated with brands, but genuinely creative partnerships are rare. When we see them, it’s exciting.

purpose
punk

Purpose
Punk

PURPOSE PUNKS MATCH THEIR PURPOSE WITH PERSONALITY. A LETHAL COMBINATION WHICH CAN INSPIRE RATHER THAN ENFORCE ACTIVISM.

  • The tactic in a sentence
    Get purpose-fatigued people to buy into our cause by offering entertainment value first.
  • How does it entertain?
    Leads with personality, making it easy and fun to do good.
  • Why is it entertaining?
    In a world filled with fear-mongering, brands that lead with levity feel refreshing.

people's
playdoh

People’s
Playdoh

PEOPLE’S PLAYDOH BRANDS LIVE THROUGH AND WITH THEIR COMMUNITY. BUYERS ARE MEMBERS WHO INPUT INTO EVERYTHING.

  • The tactic in a sentence
    Build in public with community at your core. Create immersive brand worlds people can’t help but play in.
  • How does it entertain?
    By ripping up the previously held hierarchy between brand and consumer. Instead, these businesses allow people to create the brands they want to see in the world.
  • Why is it entertaining?
    In a world where brands can easily become indistinguishable, the People’s Play-Doh moulds itself around its super fans. Always at the edge, always pushing limits.

THE ENTERTAINMENT
INDEX

A ranking of the brands around the world that are outcompeting market-leading competitors by growing share of voice through pure entertainment.

Brand

Score

Competitor

Score

difference

Black Market

48

CEX

53

-5

Liquid Death

58

Aquafina

37

21

Crocs

66

Skechers

47

19

Feastables

52

Hershey's

40

11

this!

48

Quorn

42

5

Starface

53

Nexcare

31

21

Prime

60

Gatorade

47

13

Superette

44

trrulieve

40

4

Mint Mobile

52

AT&T

58

-6

Mid-Day Squares

39

Hershey's

40

-1

Last Crumb

41

Oreo

51

-10

Thursday

40

Bumble

66

-26

Nothing

66

samsung

61

5

Duolingo

72

Babbel

55

17

Vacation

45

Neutrogena

43

2

Roblox

67

EA

60

7

Epic Games

62

Rockstar Games

59

3

RTFKT

47

Supreme

61

-14

Ocean Bottle

47

Chilly's

38

9

Top of the Mornin'

37

Folgers

24

13

AV index
score makeup
100
75.0
50.0
25.0
0

71

duolingo

66

Roblox

66

Nothing

65

Crocs

61

Epic Games

60

Prime

58

Liquid Death

52

Starface

51

Mint Mobile

51

Feastables

48

This!

48

Back Market

47

Ocean Bottle

47

rtfkt

45

Vacation

44

Superette

41

Last Crumb

40

Thursday

39

Mid-Day-Squares

37

top of the Mornin’

Share of search
media
social media
starface
25
30
71
nexcare
33
37
18
Starface
nexcare
25
30
71
33
37
18
100
75.0
50.0
25.0
0
Entertainment metric (%)
34
61
68
30
45
36
Share of search
media
social media
liquid death
34
61
68
aquafina
30
45
36
Entertainment metric (%)
75.0
100
50.0
25.0
0
Entertainment metric (%)
100
75.0
50.0
25.0
0
liquid death
aquafina

understanding score makeup

Click and compare the makeup of each brand’s Entertainment Index score to see what form of media the best performing brands over indexed in to steal share of voice from competitors.

Share of search
media
social media
Share of search
media
social media
starface
25
30
71
nexcare
33
37
18
Starface
nexcare
25
30
71
33
37
18
100
75.0
50.0
25.0
0
Entertainment metric (%)
34
61
68
30
45
36
Share of search
media
social media
liquid death
34
61
68
aquafina
30
45
36
Entertainment metric (%)
75.0
100
50.0
25.0
0
Entertainment metric (%)
100
75.0
50.0
25.0
0
liquid death
aquafina
Share of search
media
social media
prime
21
48
71
gatorade
59
71
43
Prime
Gatorade
21
48
71
59
71
43
100
75.0
50.0
25.0
0
Entertainment metric (%)
70
82
70
82
31
46
Share of search
media
social media
crocs
70
82
70
Skechers
82
31
46
Entertainment metric (%)
75.0
100
50.0
25.0
0
Entertainment metric (%)
100
75.0
50.0
25.0
0
crocs
Skechers

testimonials

“I love a framework that makes you try on the world you think you know in a different way – exploring a new doorway or idea to progress the conversation in your category. And Entertain or Die is a framework that’s as fizzy as it is interesting.”

Adam
Morgan

Founder - eatbigfish

“This isn’t some hackneyed set of storybook characters, it’s a bunch of example-driven ways brands come to life in the modern world.”

David
Stevens

Executive Strategy Director, Wolff Olins

“Brands doing entertainment isn’t a new idea. But what’s good about this report is how it buckets tactics into categories that can help a more traditional marketer wrap their head around different ways of doing things at a time when not doing so means you have to buy attention rather than earn it.”

Mark
Pollard

Host & CEO, Sweathead

“It's quite evident that entertainment has become a key brand-building strategy. This report brilliantly separates the nuances of how brands entertain to give CMOs gold dust for their strategic and tactical planning.”

Gaston
Tourn

CMO, Curio

“It's fun, clear, well-researched and crackles with inspiration for brands.”

Will
Lion

Joint CSO, BBH

Why we are
the experts

°Small World is a creative consultancy that curates, builds and runs unique creative teams for every brief.

As a result we have a roster of non traditional creative talent necessary for building brands which entertain and steal share of voice.

Analogue builds brands with character. A playful and passionate team of creatives delivering diverse experiences to a client based worldwide.

Working with some of the biggest entertainment brands, Analogue is well versed in the eclectic behaviour which are brought to life in this report.