White Lotus spoilers ahead (obviously). You’ve been warned!
While the Netflix ‘binge model’ might be dominant in the streaming era – look no further than Adolescence – bonafide cultural phenomenons like Apple’s Severance and HBO’s The White Lotus continue to prove that the traditional week-to-week ‘event’ television strategy is far from dead.
And that’s for two very simple reasons: emotional contagion and FOMO.
Emotional Contagion and FOMO: Why We Can’t Wait
By giving each episode room to breathe, these shows build intensity and develop character and plot in a way that strings out the strong emotional responses from their viewers. Responses that are more likely to be shared online, creating a snowball effect of emotion, discussion and hype.
This social buzz creates a sense of immediacy and urgency among viewers to stay up-to-date and stay part of the collective conversation. Nobody wants to be the last to see the latest episode.
Tapping into the Peak-End Rule
But where The White Lotus really excels is by tapping into a cognitive bias known as the peak-end rule.
This heuristic states that we judge a past experience not in its entirety, but based on its emotional peak (its most intense moment) and its end (read: finale).
Every jaunt to a new White Lotus resort begins with a body and builds (week by week) to a blood-soaked finale that turns into instant cultural canon. And season 3 was no different, with unexpected deaths, a surprise revival, and long-held secrets surfacing.
Creating a Cultural Phenomenon
The recent finale party ensured that the show’s last big emotional hit would be amplified through cast reunions and media hype, making the show’s climax feel like a true event.
How Social Currency Drives Conversations
Another psychological principle The White Lotus leverages is social currency – the value we gain from being seen as in-the-know. Being able to drop references or talk about the latest twist or fan theory lets viewers signal that they’re plugged into popular culture.
The show’s collab withCoffee Mate to release a limited-edition piña colada creamer is the latest talking point, with viewers eager to point out the flavour’s link to a certain poisonous plot point in the season finale. Coffee Mate themselves have responded, steering into the awkward timing to engage viewers further.
So what are the learnings for brands?
► If you’re looking to start a contagion or spark a conversation, don’t expect to do it overnight. Like HBO does with their weekly releases, give your activations room to breathe and leave room for your audience to connect with your message, make it their own, and spread it for you.
► Conventional wisdom tells us that we need to optimise the entire customer experience. But the reality is that not all moments are created equal. Think about what you can do to produce an emotional peak for your audience and ensure their journey ends with a bang.
► Give your audience something to talk about, and make it valuable. Help them look good in front of others by giving them a way to flaunt their cultural literacy or show that they’re in-the-know. And if a story breaks that could make good fodder for social currency, fan the flames.
