The start of summer has us feeling nostalgic here at Immersion!
Remember those hot summers in the 90's - desperately needing a break from the heat and craving a night in the AC? Nothing better than hitting up your local video store, fighting with your siblings over what would make the cut and convincing your mom to purchase those last-minute Twizzlers at the counter, like you hadn't been plotting it all along.
But how did that idea get into our little brains? Or how did that inspiration reach our parent's to make the suggestion to quiet some noisy kids?
Of course we turned to the neuroscience to figure it out!
This Blockbuster ad starts out by anchoring us to a family, a little background and revealing over the course of the ad just what excitement they are in for at Blockbuster!
Another key success for Blockbuster? The reveals of their brand name!
To maximize brand recall and future action from an ad, it's best to build the brand name right into the tension of the story. This is because the brain is at maximum immersion at this point in the story with a flood of oxytocin, dopamine and all those other good neurochemicals Immersion measures.
Blockbuster nailed it. When the counter clerk first announces "Welcome to Blockbuster," our participants had an average immersion score of 74. And when the camera pans out to reveal the iconic blue awning with the bright yellow logo? We hit PEAK immersion with an average score of 77. Perfect.