Campaign Convene 2026: Experts Discuss the Impact of ‘Phygital’ Experiences

In today’s rapidly evolving digital landscape, the way we engage with brands is constantly changing. One of the key trends reshaping brand marketing is the rise of ‘phygital’ experiences—a fusion of physical and digital interactions. To dive deeper into this phenomenon, we sat down with executives from Netflix and NBCUniversal to explore how live events, fandom, and cross-screen media are shaping the future of audience engagement.

For Netflix, the streaming giant has capitalized on the power of fandom to drive engagement. By cultivating dedicated fan bases for their original content, such as Stranger Things and The Crown, Netflix has created a sense of community and belonging among viewers. According to Netflix’s Chief Marketing Officer, this connection goes beyond the screen, as fans participate in events, conventions, and online discussions to deepen their engagement with the brand.

Similarly, NBCUniversal has leveraged live events to connect with audiences in meaningful ways. By hosting premiere parties, fan conventions, and live screenings, NBCUniversal creates memorable experiences that go beyond traditional media consumption. This approach allows the media company to foster relationships with fans and generate excitement around their latest projects.

In the realm of cross-screen media, both Netflix and NBCUniversal are exploring innovative ways to engage audiences across multiple platforms. From interactive content to social media campaigns, these brands are constantly evolving their strategies to meet consumers where they are. By creating cohesive experiences that seamlessly transition from one screen to another, Netflix and NBCUniversal are able to capture and retain audience attention in today’s fast-paced digital landscape.

As we look towards the future of brand marketing, the intersection of physical and digital experiences will continue to play a crucial role in shaping audience engagement. By embracing ‘phygital’ strategies, brands can create immersive, interactive, and memorable experiences that resonate with consumers on a deeper level. Whether it’s through fan events, cross-screen media campaigns, or interactive content, the future of brand marketing is undoubtedly ‘phygital.’