Keeping Up With the CultureIt’s no secret we’re big fans of social listening and trendspotting here at The Spark. It’s how we keep ourselves (and you) on top of the latest in media, marketing, and content. So when Meta released its Culture Rising 2022 Trends Report, we took out a metaphorical magnifying glass and looked for new and unique insights. Here are some social shifts you may not have seen coming:
TL;DR: Facebook’s Culture Rising 2022 Trends Report reveals shifts in behavior based on technology, community, and collaboration that should drive your future marketing strategies
B2B’s Got 2 B in the MetaverseNike, Chipotle, and Gucci are just a few of the major consumer brands that have begun to enter the metaverse. But B2B companies have no reason to auction off a (completely virtual) designer bag for thousands of dollars, so where does your role in the metaverse come in? While the B2B sector has generally been slower to join in, companies can use these immersive, virtual technologies in a number of impactful ways to improve business and reach your audience.
B2B organizations rely on essential functions and events like trade shows, product demos, and client meetings — and all of these have great potential in the metaverse. Instead of presenting a video about your product or service, you can give your customer a personalized experience in which they can browse, interact, and learn about the offer on their own time, without the constraints of traditional video content.
Metaverse-minded B2B solutions have already started emerging, with software providers as big as Microsoft announcing plans for professional spaces in the metaverse. Other programs, like Kaon Interactive and Rooom, specialize in helping businesses create engaging, collaborative experiences (for team members and clients) using immersive metaverse technologies. Rooom’s event Cloud solution, for example, allows businesses to create immersive virtual showrooms, 3D product presentations, and virtual events.
We’ll help you continue to keep an eye out for fresh ways B2B brands integrate the metaverse into their digital content efforts.
TL;DR: The metaverse is not just for consumer brands — B2B is making its way into immersive digital spaces with emerging technologies that can engage your team, your clients, and your broader digital audience.
What Lit Us Up
Meatless + A-ListPeople go to Burger King to get, well, burgers. But what if we told you your Whopper was meatless? It looks like a Whopper, acts like a Whopper, and yes, even tastes like one. Getting burger-lovers to ditch the meat is a challenge, though — so Burger King used a clever parallel to show how easy it is to mistake meatless for the O.G. Whopper.
Meet Julia Roberts. Or Oprah Winfrey. Or Michael Jordan. Ever heard of them? Burger King cleverly compares its plant-based product to ordinary people who share names with celebrities in its newest German campaign. Often mistaken for the TV icon, Oprah Winfrey is actually a 27-year-old from Atlanta who happens to love the meatless Whopper. Accompanied by the tagline “More often confused with the original,” BK features a handful of regular people with instantly recognizable names like Oprah who are regularly mistaken for the stars with their namesake. The fast food chain claims its plant-based options taste so similar that they could fool any meat-lover — and this clever marketing parallel might make a vegan out of us.
The campaign, exclusively for Burger King Germany, features digital and out-of-home ad spots of these celebrity-name twins. The campaign was brought to life on social media as BK asked others who share famous names to come forward on social media and discuss the experience of confused identities. The first 100 participants received a Burger King gift card, while BK racked up user-generated content from its ironically-named followers. Though a social media giveaway never hurts, the real genius in Burger King’s strategy lies in its clever concept. By drawing the parallel between plant-based burgers and ordinary people with celebrity names, BK used the witty comparison to make its meatless options more approachable for its carnivorous customers.
TL;DR: Burger King Germany used ordinary people who share names with celebrities in its latest attempt to promote its plant-based burger, playing off of the concept of things often confused for the original. With such a clever and witty concept, the campaign makes the idea of meatless burgers more palatable for beef-only skeptics.
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