The Sopranos gets Tailored for Tiktok
HBO celebrates 25 years of The Sopranos with 25 seconds of every episode on TikTok
What is this about?
The Sopranos' 25th-anniversary has been celebrated with numerous festivities, including a ritzy reunion at Da Nico Ristorante, but what sparked our imagination was HBO's 25-second TikTok edits that condensed 86 hours of content into just 36 minutes!
Why is it interesting?
As attention spans continue to go down and the number of brands fighting for our attention continues to go up, HBO has cleverly piqued the curiosity of contemporary fandom by producing bite-sized "salutes" to the show. This approach plays to our Future Code "Zenjoyment" and its opportunity to create "Nowstalgia" (i.e. emotional connections tied by current culture & rituals to past memories).
So What?
Consumers are exhausted from the overload of stimuli that competes for their limited mental real estate. If brands want to pierce through the “noise” and earn their spot in someone's heart and mind, they'll need to retrofit “nostalgia” to be more relevant with “the now”.
Just Imagine ...
A near future:
Where Mountain Dew (founded in 1940) participates in the viral social media trend, Everyone Tap In. Let's see you at 21, by stocking select stores with its discontinued "throwback" recipe in the 1961 packaging.
A mid future:
Where Dog Walkers Pre-Rolls and Google Maps create an app for XR devices, so dog-owners can take a trip down memory lane with their late best friends in an interactive, immersive experience.
A far future:
Where HelloFresh creates a line of at-home meal kits that are inspired by your heritage and can be prepared with your robot assistant, who's "human-skin" and "voice-box" transforms into your 5th-great grandmother.
Has this sparked a thought for you?
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