With stay-at-home orders in place and social distancing the new norm for now, brands are innovating at light speed to bridge the distance between us, meet consumers where they are and create a sense of connectivity and community along the way. There’s no question the pandemic has changed the marketing landscape overnight, and let’s face it, quarantine has made us even hungrier for engagement… and snacks – but that’s beside the point.
Consumers are flocking to video conferencing apps like Zoom and spending more time on Instagram Live, gathering virtually with one another over drinks, meals and even trivia. Brands finding a way to inhabit these virtual spaces and host online get-togethers in a natural and authentic way, while providing people with the feel-good content they’re craving, are quickly winning over hearts and minds.
Brands leading the pack include:
- Verizon: The mobile carrier has been leveraging its core service offering – telecommunications – to sponsor a new weekly live streamed #PayItForwardLIVE concert series from its Twitter account and fiberoptic cable channel, allowing folks to join together for a shared experience of jamming out to big name musicians performing from their homes. In the spirit of paying it forward, Verizon is donating $2.5 million to Local Initiatives Support Corporation (LISC) that will give grants to struggling businesses, while encouraging viewers to do what they can to support small businesses, too. Not only is the concert series providing a little extra joy and humanity during a time when we need it most, it’s helping fill a void for avid concertgoers amid concert and music festival cancellations.
- Airbnb: With the travel industry coming to a standstill, Airbnb is enhancing its suite of virtual offerings, allowing stunted travelers to indulge their wanderlust online. From virtual tours and wine classes to astrology workshops and guided meditations, the company is facilitating online experiences that allow families and friends to learn new, globally-inspired skills and meet people from different corners of the world, all from the comfort of their living rooms.
- Natural Light: With the class of 2020 missing out on in-person graduation ceremonies and parties, Natural (a.k.a. Natty) Light is stepping up to give college graduates the celebration they deserve with a celebrity-filled Facebook Live event, aptly named “Worldwide Commencement.” The company is directing graduates to RSVP via a new microsite for a chance to be spotlighted during the one-night event that will feature insights and advice on surviving the real world from special guests like Mark Cuban and Stephen A. Smith.
If your company is looking for new and creative ways to engage with consumers authentically during this time of distancing and separation, reach out to me at lpinkerton@linhartpr.com.
