Experiential and events · Episode 37 · Season 3 · ·
80% of Audiences Want to Be Awestruck. Brands Should Take Note.
Cat Botibol, Business Development Director at Secret Cinema, on why research reveals audiences attend live experiences for connection not bragging rights, how Coca-Cola was integrated into Stranger Things without disrupting the story, and why in a saturated media environment emotional connection is not optional.
Cat Botibol, Business Development Director, Secret Cinema. In conversation with Justin Cooke.
80% of Audiences Want to Be Awestruck. Brands Should Take Note.
0:0033:00Why Secret Cinema research shows audiences go to live events for connection, and what brands should do with that knowledge
Cat Botibol has spent 17 years at Secret Cinema, building its commercial proposition from immersive film experiences to Studio Secret Cinema, which brings the same methodology to brand experiences. Partners have included Haagen-Dazs, Bombay Sapphire, Virgin Media, and Coca-Cola.
In this conversation Botibol shares research from 1,500 live entertainment goers revealing that the primary motivation for attendance is connection, not content or social media capital, and explains how that insight shapes both Secret Cinema's immersive design and its brand partnership approach.
What does Secret Cinema create?
“We create immersive storytelling experiences, live events where everything is designed to immerse the audience into the story. We have been going for 17 years, worked with movies and TV shows, and now through Studio Secret Cinema we do that for brands.”
Botibol positions Secret Cinema as an immersive storytelling company. The product is emotional transportation.
What did your audience research reveal?
“We interviewed 1,500 live entertainment goers to understand their motivations. It was not about bragging rights. It was not about filming it. The top motivators were: 80% wanted to be awestruck, 80% wanted to connect to other people, and 76% wanted to connect to themselves.”
This finding challenges the assumption that social media content generation is the primary driver of live event attendance.
Tell me about the Coca-Cola and Stranger Things example
“We created the Starcourt Mall from the 80s. What would be in the Starcourt Mall? Vending machines. So we had Coca-Cola vending machines with 1980s branding. And then Eleven uses her powers to get the cans to fly out. What an amazing moment for a brand.”
The example illustrates the methodology: start by asking what belongs in this world. That produces brand placements that feel earned.
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Voices is where senior practitioners share what they're seeing, what they believe and what they'd change.
Become a Voice →Why is emotional connection a commercial necessity?
“We are bombarded with brand messages day in, day out. Budgets are being cut for consumers and brands. Building an emotional connection is an absolute must. The brands that earn memory through genuine emotional response will outperform those that buy impressions.”
Botibol connects emotional connection to the economics of current media.
What is Studio Secret Cinema?
“Studio Secret Cinema is the brand experience arm. We bring the same immersive storytelling methodology to purpose-built brand experiences. The same principles apply: give people a role in the story, design for connection, make the brand genuinely part of the world.”
Studio Secret Cinema extends the proven methodology to brand-commissioned experiences.
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Read the full transcript
Lightly edited for readability
Justin Cooke What does Secret Cinema create?
Cat Botibol Immersive storytelling experiences. Live events where everything is designed to immerse the audience into the story. 17 years of this. Now through Studio Secret Cinema we do it for brands.
Justin Cooke What did your research reveal?
Cat Botibol 1,500 live entertainment goers. Not bragging rights, not filming it. 80% wanted to be awestruck. 80% wanted to connect to other people. 76% wanted to connect to themselves. Design for connection.
Justin Cooke Why is emotional connection essential?
Cat Botibol We are bombarded with brand messages. Building an emotional connection is an absolute must. The brands that earn memory through genuine emotional response will outperform those that just buy impressions.
