How the pandemic is transforming products and services: cases from 2020

A virtual introduction to the product

Self-isolation prompted companies to present products virtually. Further you can find some successful activities.

Presentation in a realistic virtual home

Samsung created a virtual home for the presentation of the brand’s products. The company succeeded in pushing the limits of virtual events by using the Unreal Engine gaming platform for its first real-time VR presentation.

Stream of a flight in a flight simulator

Russian airline S7 streamed a virtual flight in the Microsoft Flight Simulator game with professional pilots. S7 livery also appeared in the flight simulator.

VR space to promote a new show

HBO has launched an advertising campaign for its new show Lovecraft Country, the event was held in virtual reality.

Integration of brands into online venues

The lockdown resulted in a lack of emotion and experience for the users, companies began to build an entertainment component into e-commerce. Let us take a look at some case studies.

A concert in online game

The online game Fortnite hosted a concert by rapper Travis Scott. The concert was accompanied by many great visual effects: the show began with an explosion of a planet-like object, after which a huge Travis Scott started walking around the island transforming into a cyborg, an astronaut, and other characters. The concert only lasted for 15 minutes. But while the previous Fortnite events were one-offs, the show with Travis Scott was shown five times.

Virtual make-up for Snap Camera

The US division of L’Oréal has released the first cosmetic effects for the Snap Camera app. It allows the customers to try on the virtual images of beauty care brands such as Garnier, Lancôme, L’Oréal Paris and Maybelline. Users can virtually dye hair, apply make-up or apply skin care products.

Branded clothes in a mobile game

Gucci Fashion house created a virtual equivalent of branded clothing for the mobile game Tennis Clash. Players could also take part in an in-game tournament, Gucci Open, which took place on a virtual branded court with advertising banners of the fashion house.

Virtual goods

Selling virtual goods is not new, even online games actively apply this monetization model. Buying branded merchandise, on the other hand, is not as common.

A clothing collection for virtual avatars

Ralph Lauren has launched a first-of-its-kind clothing collection for Bitmoji — personalized avatars. Snapchat users can now dress up their bitmoji in a personalized style.

Clothing for a virtual twin

Another similar case study. Digital avatar developer Genies has partnered with fashion brand Gucci and «GIF-sharing» service Giphy. Genies users will now be able to buy digital clothes and accessories to dress up their virtual twin.

Collective consumption

Group viewing option

The streaming service Disney+ has added the ability to watch content as a group for its users. The Group Watch service works both when viewed from a computer and from other devices.

E-commerce platform launched short videos with monetization options

PinDuoDuo is a group-buying platform with 536 million active customers. The company introduced Duoduo Video: its users earn money for watching, searching for and buying products directly from the videos.

Joint orders within the app

Didi, China’s largest ride-hailing platform with 550 million users has launched a shared shopping and ordering service. It is now possible to call a taxi or order a delivery together with another user.

Developing a subscription system

Many people have probably heard of subscriptions to products such as Microsoft Office 365 or Walmart+. Let’s take a look at how other companies are implementing these mechanics.

Comprehensive subscriptions in the telecom ecosystem

Russian telecom company MTS introduced the first ecosystem subscription “Netarif”, which includes communication services, Internet, music, online cinema, book library and other services. Users can choose their own subscription options.

Car rental subscription

Kia has launched a car rental subscription programm in Russia — KiaMobility. The subscription is available for the day, month or year, but with a mileage limit. The subscription includes more than 8 options and additional services.

Hotel subscription services

In 2020, several major hotel chains have started to offer subscription services. For a fixed fee per month, it is possible to not only rent rooms in various hotels, but to also use other services, such as conference rooms or fitness rooms. This is how hotels hope to survive the difficult times for the tourism industry.

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