As brands continue to strategize and shift their 2020 marketing strategies, it’s more important than ever to still break through the clutter and connect with audiences in authentic ways. Digital and virtual events have been around but with new ideas and if done right, we have the ability to amplify these campaigns to and reach a wider audience.
And so— amidst COVID-19 concerns, it’s critical to consider how to leverage both live and virtual event formats to deliver the biggest impact while providing a social distancing-approved alternatives to curate brand connections.
Whether it’s your favorite DJ hosting a virtual livestream on Instagram, a DIY activity to share, or a prominent brand bringing together huge stars for a one-of-a-kind digital extravaganza, there’s so much happening online nowadays – here are some of our favorites.
Virtual Concert/Shows
Mercedes-Benz Celeb Car Show on Zoom
On May 1st Mercedes-Benz wanted to create an experience that showcased some of their most famous models with some of their most famous owners – at the Concours De Zoom. Jay Leno, Ludacris, Martha Stewart, and Rickie Fowler were some of these celebs showing off their prized possessions.
Global Citizen #TogetherAtHome
On World: #TogetherAtHome is a virtual campaign series that seeks to unify people during the COVID pandemic. With a growing collection of artists around the world like John Legend, Lady Gaga, Luis Fonsi, and Niall Horan, this series has raised over $128 million for COVID relief. Guinness World Records announced on May 22 that the global broadcast special set records for the most musical acts to perform at a remote music festival and the most money raised for charity by a remote music festival
https://www.globalcitizen.org/en/connect/togetherathome/
Digital Experiences
There’s a new gamer in town – Denny’s
Dennys is getting into the gaming world by creating a user with the name Dennys247 and playing on PS4, Xbox One and Nintendo Switch. Codes and discounts are being given to other gamers it connects with on those platforms. Fans are also sharing gaming content on their Twitter and Instagram.
TripAdvisor and Airbnb go virtual
TripAdvisor rolled out virtual and digital experiences with the “#RoamFromHome” campaign. It includes virtual cooking classes, and sight-seeing tours. Airbnb also launched a similar campaign where consumers can pay to see magic shows, meet special dogs or take a family baking class all from the safety of their living rooms.
Social Distancing Experiences
Oscar Mayer fires up a new campaign
Oscar Mayer grilled up some buzz by encouraging people to fire up those bbq’s at socially approved distant and share a photo with #FrontYardCookout. Each time someone shared an image with that hashtag, Oscar Mayer donated an additional meal to Feeding America on top of the one million meals it pledged.
Krispy Kreme Brings Joy to Graduates
The lines were sometimes a mile long when Krispy Kreme was giving one dozen donuts for free to 2020 graduates who showed up in their caps and gowns! Hundreds of thousands participated and word-of-mouth, PR coverage + social shares made this one week campaign a smash hit.
P&G’s Goes GenZ
Proctor & Gamble is making waves with their TikTok focused campaign, #DistanceDance, which targets Gen Z. The idea started with TikTok star Charli D’Amelio who signed on and started the craze. Since launching, the campaign has garnered more than 8 billion views and 1.7 million response dances from celebrities, college mascots, professional athletes, influencers, children, families and more.
DIY Experiences
M&M’s Colorful Commercial
Using a page from its digital coloring book, M&M’s is asking consumers to put their artistic taste into one of the pages and submit their piece. M&M’s will pick some of the submissions and turn it into a togetherness themed commercial airing in June.
Pebbles goes Yabba Dabba Doo
Pebbles cereal is diving into the DIY user generated content game by asking artists and creators to submit videos of activities kids can do with minimal parental supervision. This series called “Daily Yabba Dabba Doo” is supporting creative professionals who are home due to the pandemic by paying them if their video is chosen and inspiring kids and parents with fun activities.
https://www.instagram.com/p/B–hf7QBDAQ/?utm_source=ig_web_button_share_sheet
Chick-fil-A School of Rock
Chick-Fil-A is rockin’ out by creating a virtual band to help kids from K-12 grade #BandTogether as they continue to stay home. Kids will record themselves singing or playing instruments to “Rockin’ Robin” that will then be shared on Chick-Fil-A’s social channels.
https://www.instagram.com/p/CAqehxjjAQ9/?utm_source=ig_web_copy_link
Feel Good Campaigns
Walmart Turns Department Manager’s Poem Into Video
Walmart turned a poem written by a department manager at a San Tan Valley, Arizona, store into a video, publishing it across its social channels. The poem, “Hearts of Magic”, was filmed after hours in the store where Terrell “Trizz” Myles works, with help from FCB, Lobo and Man Made Music.
Chipotle Offers Free Burritos to Healthcare Heroes
Chipotle Mexican Grill gave away up to 100,000 burritos to healthcare employees who registered. They partnered with DoorDash to receive the 25 burrito box delivered to the healthcare facility.
Miller Lite Starts ‘Virtual Tip Jar’
Tips jars are no longer just on premise at the bars. Miller Lite has created a new campaign called “#VirtualTipJar which will raise money for bartenders who have been impacted by COVID-19. Miller Lite parent company, Molson Coors, has already chipped in $1 million.
As social distancing becomes the new norm its still to still remember we crave human interaction and experiences. GDX has executed numerous campaigns that did not require large gatherings and still captured national attention.
ABC – American Idol Helicopter
To promote the season premiere of “American Idol”, ABC and GDX took flight over the Hollywood and Burbank area carrying four, 15-foot tall sculptures of superstar judges Lionel Richie, Katy Perry, Luke Bryan and Emmy® Award-winning host and producer Ryan Seacrest.
Additionally, the four Giant 2-D heads of the cast were stationed at Hollywood & Highland to greet LA Marathon runners at Mile-12.
