For marketers who had planned to reach groups of consumers through live interaction this year, whether through large tentpole events, retail pop-ups or trade shows, COVID-19 has required some rethinking. But engaging consumer audiences while social distancing requires some creativity. So, to help brands reimagine their promotional marketing programs with digital components, Event Marketer highlights 10 steal-worthy ideas from live-plus-digital campaigns. Here are a few.
With home delivery booming out of necessity, consumers are more comfortable than ever with subscription services or one-off home deliveries. According to McKinsey survey data, new digital behaviors, like curbside restaurant pickup and grocery delivery, are gaining traction with consumers. An example of a brand employing this tactic is Heineken. As part of a holiday social media contest, it delivered parties in a box to winners’ doorsteps, which included Jambox custom playlists, holiday décor, party favors and a Heineken branded gift card.
Crowdsourced Digital Campaigns
With consumers stuck in their homes, crowdsourcing engagement is a contactless way to inspire brand engagement. For instance, for its Voice for the Planet campaign last year, environmental nonprofit Global Shapers asked people to record a voice pledge for the planet and then share it through uploading it to a digital platform. Another example: Coca-Cola invited fans of the FIFA World Cup to submit social media photos to be included in the world’s largest photomosaic flag.
Digital engagement on websites and streaming platforms is soaring as consumers hunker down in their homes. Themed, digital takeovers, like the ‘80s-style social media and website revamp Microsoft did for a “Stranger Things” tie-in, can engage consumers creatively—while at a distance.
For more ideas, including virtual tours, digital swag, guerrilla marketing, digital series social media challenges, read on in Event Marketer.