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The freedom to experiment with agile marketing is more encouraged than ever. Brands still need to deliver their message – catalyzing a digital wave of pre-recorded videos, live streaming, and virtual events to stay connected. However, creating a successful virtual event or live streaming campaign extends far beyond recordings of people speaking and sharing information. 

The worldwide shift to digital communication platforms is challenging brands to get their campaigns noticed among the noise of AMAs and video chats. Now that we face a risk of “social saturation,” what can marketers do to stand out in a virtual world

Leaders aching to break archaic marketing rules – this is your chance to rewrite them. Those who get connection right will experience success and gain more visibility as we weather the storm. 

The show must go on(line)

The stay-at-home economy is revealing opportunities for brands to expand their reach and experiment while live events remain on intermission. HTC recently hosted its annual conference, VIVE, in virtual reality (VR) – welcoming more than one thousand people from over 50 countries. The event featured speakers around the world in their own custom VR avatars – all with the ability to interact with each other and the space designed for the event.


Pepsi also partnered with Global Citizen – an advocacy platform dedicated to ending extreme poverty – to host One World: Together at Home. “The event will feature a Live Aid-style broadcast of musical performances recorded in musicians’ homes, interspersed with footage of healthcare workers’ experiences [and PSAs] from world leaders, athletes, and activists,” states Adweek. Meanwhile, SXSW is moving its annual film festival to Amazon Prime Video at no cost – giving the public a chance to support the local filmmaking community online. 

Brands are turning to partnerships and technology to help bring the world closer together, and make life indoors a “more comfortable” and social experience. User-centric virtual events are vital and should be more encouraged than ever.

Crisis marketing for virtual happy hour

Exactly one hundred years ago, the world was experiencing the beginning of the Prohibition Era. Fast-forward a century and we are reliving some impacts of the Spanish Flu with supply shortages and market uncertainty – but this time alcohol delivers.

For marketers wondering if it’s appropriate to address the pandemic in their messaging efforts, research indicates yes – but with purpose. Considering 75 percent of survey respondents expect brands to take responsibility and show up during a crisis, many beverage and spirit leaders, including Bud Light and Guinness, acted quickly – shifting campaigns and messaging to a more appropriate tone.

Researchers are already analyzing the impacts the outbreak forced on consumer behavior, and are predicting new marketing trends that will emerge once the world returns to normalcy. This week, we are diving deep to uncover how spirits brands are adapting and adjusting their marketing during a time of crisis. 

Expand reach with Esports

4.8 million viewers recently tuned in to watch Virtual Grand National – a virtual reality (VR) sporting experience that trended second worldwide on Twitter upon its debut. The virtual horse racing event was licensed by the Jockey Club – showcasing a brand already leveraging VR technology to keep sports fans engaged. 

The NFL also announced it is taking its 2020 NFL Draft completely virtual, transparently stating, “[they] are operating in an environment unlike anything [they] have experienced before, one that requires flexibility, patience, and cooperation.”


Meanwhile, live streaming platforms, including Twitch, YouTube Gaming, and Facebook Gaming are demonstrating a surge in users – an opportunity to explore new revenue streams and advertising methods. Even Amazon is already diving into video game production, which shows the brand giant is paying attention (and quickly catching up) to new consumer patterns. 

As new markets emerge, brands must get creative with available resources as they simultaneously identify revenue-impacting threats and opportunities.




Each week in #brandcrush we highlight exceptional brands
that are channeling their customers' voice to connect more
authentically with their audience.

It’s crucial for businesses to make themselves known – to constantly challenge boundaries and stay ahead of the curve. When Nike releases a marketing campaign, they typically do so with a touch of sentiment behind each ad – highlighting the art of emotional connection in marketing

From helping athletes* stay active online to delving into mask production, Nike captivates across all platforms – emphasizing their brand purpose time and time again. The brand recently launched a campaign, telling the world, “If you ever dreamed of playing for millions around the world, now is your chance.” This week, they followed up with part two of the campaign, “You Can't Stop Us” – encouraging everyone to #playinside and #playfortheworld


Like Nike, brands that make a consistent effort to “show up” and drive more meaningful conversations – with employees and consumers – generate more trust and stand out among the noise.


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