The boundaries between media formats are breaking down: podcasts are becoming awards shows, albums are doubling as video games, and TV series are launching global IRL and digital challenges. Entertainment marketing is no longer confined to one screen or platform; it's becoming an ecosystem of creatively interconnected, transmedia experiences. And these shifting definitions are opening up new creative lanes for marketing. Case in point: Hank Hill recently made an appearance on Theo Von’s podcast. Yes, that Hank Hill, the animated character from King of the Hill.

The podcasting industry has seen an evolution – both in terms of consumer preferences and industry investment – from audio to video. Amazon recently pivotedits leading podcast studio, Wondery, toward a more video-focused initiative around creator services — highlighting that, despite launching as audio formats, major podcast IPs have transformed into video experiences. Recent research shows that nearly half of podcast listeners also watch a podcast in video format weekly, and podcasts with a video component see significantly higher engagement. And now, people are consuming more YouTube content on their TVs than on their phones.

The blending of media formats in pop culture is proving to be an exciting opportunity to elevate exposure for Entertainment. As a point of inspiration, we wanted to highlight a few recent examples where complementary media have yielded bigger campaigns and drawn broader audiences through a true “rising tide lifts all boats” approach:

• An Awards Show that started as a Podcast: While the MTV Movie & TV Awards were canceled for the second year in a row, the recent Las Culturistas Culture Awards on Bravo was socially undeniable. What once originated as a recurring segment on the podcast "Las Culturistas,” is now a success model in live TV awards shows.

  
  

• IRL and digital immersion into Squid Game S3: The campaign expanded on the show’s signature challenges through playful extensions across platforms. From a Google easter egg that launched an in-browser game of Red Light, Green Light, to the companion game Unleashed, to real-life Squid Game challenges popping up globally, the series continues to evolve into a full-fledged Entertainment franchise through smart transmedia experiences.

  
  

• Play to unlock new music from Freddie Gibbs: Music artists Freddie Gibbs & The Alchemist recently released an album accompanied by a retro-style arcade game. Fans were invited to play the game if they streamed the new album on Spotify or Apple Music.