The Constant Chase for Newness

I chose this specific word, „newness”, intentionally. It`s not innovation, it`s not originality nor uniqueness. Just newness.
I`ve recently experienced a new interactive branding engagement way for viewing a music video.
I`m sure many of you have already seen the double-screen video for Dangerous, David Guetta`s single, which can be found here. Once the user lands on the page, there is an instant call to action asking the user to pick up the smartphone and connect it to the computer. Curiosity just makes one go further with this. Next step, the

dangerous

user needs to introduce a code on the url displayed on the landing page, a validation step, and then a snapshot appears of how the mobile should be placed on the right side of the desktop`s screen. Why? The extra piece of content from the mobile screen reveals new and interactive features making the user feel engaged and more immersed in the experience. The only way I felt was curious, excited at the beginning (as this was the first time experiencing it), and then simply bedazzled. Too many fast moving images, and a constant effort for my eyes to roll from one (large) screen to another (tiny one). It was interesting, but not likely to chase for experiencing it again.
Reaching target audiences across screens is new, and most social media lovers are thrilled at the click of „newness”. But not sure whether this constant chase is not making users feel hungry for more, remaining curious for the next new big thing, and not that appreciative of the last. Leaving users eager for more isn`t necessarily building a connection, it`s actually turning the brand into a fast-food product for hungry users. What does brand engagement really stand for in this context?

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