Brands are partnering up with drag queens to launch virtual campaigns & events
Trend - Many companies are tapping drag queen entertainers as a way to engage consumers at home during COVID-19. Either launched as an interactive experience or a live performance, these activations serve to celebrate Pride and to uplift one's spirits, while also taking the spotlight away from Pride-themed goods.
Insight - Due to the COVID-19 outbreak, live events and large gatherings in many countries are either cancelled or highly restricted and as a result, consumers are looking to stay entertained at home while abiding by their government's lockdown rules. As many are experiencing nostalgia for live performances from their favourite personalities, individuals are looking to diversify their content intake by opting-in for real-time shows or interactive experiences. In addition to being entertaining, these activations allow individuals to feel closer to the real thing.
Insight - Due to the COVID-19 outbreak, live events and large gatherings in many countries are either cancelled or highly restricted and as a result, consumers are looking to stay entertained at home while abiding by their government's lockdown rules. As many are experiencing nostalgia for live performances from their favourite personalities, individuals are looking to diversify their content intake by opting-in for real-time shows or interactive experiences. In addition to being entertaining, these activations allow individuals to feel closer to the real thing.
Workshop Question - How might your brand harness live performance artists in a marketing campaign?
Trend Themes
1. Virtual Experiences - Due to the COVID-19 outbreak and restrictions on large gatherings, consumers are looking for alternative ways to experience events and performances by opting-in for virtual experiences.
2. Partnering with Drag Queens - Many companies are partnering with drag queen entertainers as a way to engage consumers and show support for the LGBTQ+ community.
3. Brand Campaigns for Pride Month - Fashion and beverage companies are releasing Pride campaigns that celebrate and support the LGBTQ+ community.
Industry Implications
1. Entertainment - The entertainment industry has an opportunity to innovate and create unique virtual experiences for consumers to stay engaged during the pandemic.
2. Marketing and Advertising - Marketing and advertising professionals can work on developing campaigns that celebrate and support the LGBTQ+ community.
3. Food and Beverage - Food and beverage companies can create new partnerships with drag entertainers to reach new audiences and promote their products in unique ways.
4 Featured, 34 Examples:
38,200 Total Clicks
Date Range:
Apr 20 — Jul 20
Trending:
Untested
Consumer Insight Topics:
