Students and alumni of the Rome Business School had the honor of attending the Industry and Functional Insight Series workshop, titled “Content for the Future: From Short-Form Video to Immersive Media,” led by Mattia Mariani, Senior Media Manager at Adidas.
The workshop provided valuable insights on how brands can adapt their content strategies to remain competitive in a constantly evolving digital landscape. Mariani analyzed how brands are evolving their approach to consumer engagement, moving from traditional short-form videos to immersive multimedia experiences, ensuring continuous presence in consumers’ daily lives.
One of the key takeaways from the workshop was the importance of understanding consumer behavior. Mariani highlighted how audience attention is declining, as studies show a drop in the average attention span. This shift requires new creative approaches, tailored to specific devices, whether PCs, smartphones, or other digital platforms.
He also pointed out that today’s consumers are navigating increasingly complex purchase journeys, making it essential for brands to adapt their storytelling techniques to maintain relevance and impact in an increasingly crowded digital ecosystem.
Another key point discussed during the session was the growing trend of co-creation. Mariani illustrated this concept through the collaboration between Spotify and Gucci, where the two brands combined fashion and music to create unique experiences for consumers.
This approach allows brands to engage communities more meaningfully, creating deeper connections through shared interests and interactive experiences. Through partnerships with other influential brands, artists, and content creators, companies can enhance their storytelling and make their presence even more impactful across diverse audiences.
Another significant shift in content strategies is the growing investment in the gaming sector. Brands are recognizing that gaming is not just entertainment but an important cultural and marketing space, offering new opportunities to engage with younger generations.
A concrete example of this strategy is Adidas, which has actively invested in the gaming industry to strengthen its connection with Gen Z and millennials. The brand has collaborated with platforms like Fortnite and Roblox, developing exclusive skins and personalized content. These initiatives have positioned Adidas as an integral part of the gaming experience, seamlessly blending digital and physical brand interactions.
In conclusion, the workshop emphasized the importance of adapting content strategies to engage consumers in a continuously evolving market. Co-creation, gaming, and immersive storytelling have proven to be key tools for the future of branding.
