# Connected Holiday Brands tap into online platforms and apps for seasonal marketing tactics. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published May 11, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/connected-holiday ## Key Figures - Trend score: 2.4/10 - Evidence articles: 5 ## What is the Connected Holiday trend? **Connected Holiday:** Moving away from largescale holiday activations, brands are turning to apps and online platforms to create more approachable connections with their consumers. Utilizing chatbots, AR/VR and platforms like Snapchat to not only celebrate seasonal celebrations but market seasonal items as well, brands are taking the less is more approach to communicate with consumers through platforms they can identify with. These connected marketing strategies showcase how brands are adapting their efforts to be more in line with consumer lifestyle habits especially when it comes to day-to-day tech usage. ## At a Glance - Evidence: 5 featured examples - Articles from: Nov 25, 2017 to Feb 2, 2018 - Published: May 11, 2018 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Connected Holiday trend ### Connected Marketing Brands shift from large-scale holiday activations to apps and online platforms, utilizing chatbots, AR/VR, and social media for personalized and approachable marketing connections with consumers ### Holiday Chatbots Brands launch chatbots on Facebook Messenger to help consumers get ideas and inspiration for Christmas gift-giving, and to provide daily videos, GIFs, images, and tips for creating an enhanced holiday experience ### Holiday Augmented Reality Brands partner with mobile payment apps and use AR to bring festive characters to life, interact with customers through scanned codes placed on ads/packages, and surprise users with monetary sums and personalized holiday wishes ## What the Connected Holiday trend means for industry ### For Retail Industry Retailers leverage technology to offer consumers personalized recommendations for holiday gifts and enhance their shopping experience through chatbots, social media, and AR/VR ### For Mobile Payment Industry Mobile payment apps such as Alipay partner with brands to offer customers personalized and fun holiday experiences, and increase usage and adoption of these apps ### For Marketing Industry The use of chatbots, AR/VR, and social media prove to be disruptive innovations in holiday advertising, providing a personalized and immersive experience for consumers, and allowing companies to stand out in a crowded holiday market ## Workshop question How can you connect with your core consumer in a more approachable way? What social platforms could you utilize? ## Trend signals for Connected Holiday Trend score 2.4 out of 10, from popularity 35%, activity 29%, freshness 8%. - Popularity: 35% - Activity: 29% - Freshness: 8% ## Examples of the Connected Holiday trend 5 featured examples from Nov 25, 2017 to Feb 2, 2018. - [Festive Christmas Chatbots](https://www.trendhunter.com/trends/chatbot-on-facebook-messenger): Marks & Spencer Created a Chatbot on Facebook Messenger for the Season (Category: Tech) Implication: Retailers can adopt chatbot technologies to enhance customer interactions, deliver personalized recommendations, and streamline the shopping process. - [Holiday AR Ads](https://www.trendhunter.com/trends/alibaba-and-cocacola): Alibaba and Coca-cola are Bringing Cute Characters to Life with Alipay and AR (Category: Marketing) Implication: By leveraging AR technology and mobile payment apps, e-commerce companies can enhance the shopping experience, increase customer engagement, and gain a competitive edge in the mar… - [Festive Karaoke Selfie Lenses](https://www.trendhunter.com/trends/lens-on-snapchat): Sainsbury's Created a Singing Brussels Sprout Lens on Snapchat (Category: Marketing) Implication: Retail companies can create holiday-themed social media filters to engage with consumers and encourage them to share their experiences with friends and family - [LEGO Gift-Giving Chatbots](https://www.trendhunter.com/trends/chatbot-for-messenger): LEGO's 'Ralph' Chatbot for Messenger Helps with Christmas Shopping (Category: Life-Stages) Implication: Retailers could leverage chatbots to assist customers with personalized gift-giving, similar to LEGO's Ralph - [Festive Donut-Glazing Videos](https://www.trendhunter.com/trends/yule-log-video): Krispy Kreme's 'Happy Holiglazer' is an Alternative Yule Log Video (Category: Lifestyle) Implication: The food and beverage industry can take advantage of trends in branded videos and immersive digital experiences to create innovative and creative marketing campaigns. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)