Performance leisure

In our latest 'Forward 50' trends piece, Nicola Kemp examines how consumers are using social-media channels as a way to validate their leisure decisions in a very public setting.

Dining habits: shared on platforms such as Twitter and Instagram
Dining habits: shared on platforms such as Twitter and Instagram

Concerts are seemingly attended primarily to post footage on YouTube or Faceboook afterwards, and the mantra "Tweet what you eat" means that our daily dining habits are shared on platforms such as Twitter, Instagram and Platter, a smartphone app that lets users post photos of meals and share ideas about how to create different dishes.

This trend offers opportunities for brands seeking to capitalise on the broadcasting power of these connected consumers. Smart brands recognise that, if their interactions with these consumers can be framed as an experience, they can tap into their networks.

Brands such as Burberry have employed set designers to create immersive shopping experiences tailor-made to be shared across visual platforms. As social video continues to grow, these techniques and performance leisure will become more important.

Future Foundation predicts that "retailtainment" - in-store events, activities and facilities designed to transform shopping into a leisure pastime in its own right - will gain more attention from marketers.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content