April 23, 2020
by Laura DiCaprio
Within a period of a few short weeks, brands had to make an immediate decision – to continue on with their pre-COVID messaging or create something new that addressed the crisis. Many brands have risen to this challenge by both connecting with consumers with inspiring messages that resonated with their feelings of uncertainty and recognizing those on the front lines. Below are five brands that stand out and deserve special recognition.
LEGO - #LetsBuildTogether
The world’s largest toy company is providing entertaining content to both children and adults, connecting to its audience through Twitter, Instagram, and Snapchat. LEGO is encouraging creativity by providing building challenges and contests. These types of projects help kids and adults connect with other builders during this isolating time by encouraging everyone to share their creations with #LetsBuildTogether. The brand is also creating video PSAs letting kids know that they are heroes for staying home.
McDonald’s – Thank You Meals
McDonald’s is recognizing first responders through new commercials produced by agency Wieden + Kennedy N.Y. The fast food leader will provide free “Thank You Meals” to healthcare workers, firefighters, and police officers through May 5th. The message will be “backed by two national TV commercials, as well as online, email, menu-board, and in-app advertising.” McDonald’s efforts are already receiving nation-wide recognition with Dr. William Jaquis, president of The American College of Emergency Physicians, stating it’s “a much-appreciated gesture for those risking their lives each day to take a break with a hot meal amidst the turbulence.”
Hinge – Date from Home
Singles are looking to date, even in lockdown. Although first dates at coffee shops and restaurants are on hold, the dating app Hinge found a way to connect people with virtual first dates. The match-making company, whose tag line is “the dating app designed to be deleted,” is heavily advertising their message on video platforms. Once users download the app and are matched with a potential partner, they are given the option to go on a “digital date.” Being alone in quarantine can be lonely, but Hinge is helping singles cope with the isolation.
Internet Providers – Free Service for Students
As students transition to learning from home, many internet companies are providing free services to low-income families and households with students. Comcast, Charter Spectrum, and Altice are three companies offering free service, and others such as Greenlight are extending their customer service hours to assist with onboarding and troubleshooting.
Gold’s Gym – AMP App
It can be difficult to stay motivated to exercise, especially without access to gym equipment and classes. Gold’s Gym recognized this and is providing free access to its training app, AMP. The app, which usually requires a paid gym membership and additional download fee, provides fitness training through video and audio platforms. The gym is also offering additional free classes via their social channels and community engagement with encouraging social media posts.
It will be interesting to follow these brands and others over the next few weeks to see how their campaigns evolve during the pandemic.