THEME:
The first quarter begins innocently enough, but by March, the industry quickly dissolves into chaos as the world is brought to a standstill by the global spread of the novel Covid-19 virus. After the initial shock and cancelation of most programming for 2020, marketers quickly get to work with a new purpose and outlook. Connection becomes the goal, and digital the conduit. Absolutely rocked by this global crisis, the agency community rallies together, forming coalitions, pivoting offices and workshops into factories for virus-combatting products from Plexiglas barriers to social distancing signage. It’s a literal fight for survival, but, innovation and creativity abound.

TREND:
The buzzword is “pivot,” and brands of every stripe reimagine their programming for the digital and virtual landscape—from social media live-streams to virtual event platforms. Among them: Stella Artois, which launches Stella Sessions@Home, IGTV broadcasts with top chefs, local chefs and famous foodies as well as Instagram Live virtual happy hours with influencers that support causes for out of work restaurant workers and businesses. On the b-to-b side, brands like Facebook reimagine the virtual event experience as an internal TV network with scripted “episodes” available live and on-demand.

TREND:
Socially distanced in-person programs become the norm, and one of the darlings of this trend is the drive-thru. Stadiums and car washes become a natural venue for these takeovers, as brands like FX transform them with branding and tie a service to entertainment—and all experienced from the safety of the vehicle.

CASE STUDY:
As event marketers shift their focus to digital, they’re challenged with fostering engagement and interactivity. Among early pioneers is Airbnb, which announces a virtual Airbnb Online Experiences platform that allows attendees from all over the world to register for various classes and tours all conducted by hosts live via Zoom, like “Guided Sheep Meditation,” and “Coffee Masterclass.” The elevated Zoom experience will continue to grow in popularity.

CASE STUDY:
Michelob ULTRA pivots its Movement platform into a virtual workout series led by top trainers and private gym owners from across the country who have been impacted by the pandemic. Also featuring special musical guests, the virtual series is available on Michelob ULTRA’s Facebook Live, Instagram Live or YouTube Live channels. Each class ends with a live happy hour and fitness expert Q&A, which pays it forward to local businesses who have been impacted by COVID-19.