How Can Brands Use Entertainment to Drive Commerciality?

The idea of shopper taintment is that it's not salesy. It seeks to entertain and intrigue, hopefully inspire first. And then as a result, you get commerciality or you get shopping outcomes. For example, the whole McDonald's challenge, for example, was just watching cool ways to eat a soft serve. If it makes you crave a soft serve and try the new method of eating, absolutely that leads to commerce. But the message itself, the videos itself, if you see them, are not commercial in and of themselves. They seek to entertain. A lot of these videos are frankly funny and comedy is serious business. So what we found in our research was the reason