Category
Lifestyle
Assisted Choices
Trend cluster
Category
Drag
Entertainment
Brands are partnering up with drag queens to launch virtual campaigns & events.
2.6
Trend score
Trend
What is the Drag Entertainment trend?
Drag Entertainment: Many companies are tapping drag queen entertainers as a way to engage consumers at home during COVID-19. Either launched as an interactive experience or a live performance, these activations serve to celebrate Pride and to uplift one's spirits, while also taking the spotlight away from Pride-themed goods.
Insight
The consumer insight behind the Drag Entertainment trend
Due to the COVID-19 outbreak, live events and large gatherings in many countries are either cancelled or highly restricted and as a result, consumers are looking to stay entertained at home while abiding by their government's lockdown rules. As many are experiencing nostalgia for live performances from their favourite personalities, individuals are looking to diversify their content intake by opting-in for real-time shows or interactive experiences. In addition to being entertaining, these activations allow individuals to feel closer to the real thing.
Trend themes
Themes within the Drag Entertainment trend
Three behaviours holding the trend together01
Virtual Experiences
Due to the COVID-19 outbreak and restrictions on large gatherings, consumers are looking for alternative ways to experience events and performances by opting-in for virtual experiences.
02
Partnering with Drag Queens
Many companies are partnering with drag queen entertainers as a way to engage consumers and show support for the LGBTQ+ community.
03
Brand Campaigns for Pride Month
Fashion and beverage companies are releasing Pride campaigns that celebrate and support the LGBTQ+ community.
Industry implications
What the Drag Entertainment trend means for industry
Where the trend changes the playbookFor
Entertainment
The entertainment industry has an opportunity to innovate and create unique virtual experiences for consumers to stay engaged during the pandemic.
For
Marketing and Advertising
Marketing and advertising professionals can work on developing campaigns that celebrate and support the LGBTQ+ community.
For
Food and Beverage
Food and beverage companies can create new partnerships with drag entertainers to reach new audiences and promote their products in unique ways.
Workshop question
How might your brand harness live performance artists in a marketing campaign?
Trend signals
Trend signals for Drag Entertainment
Trend score 2.6 out of 10, from popularity 49%, activity 22%, freshness 9%.
Popularity49%
Activity22%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Drag Entertainment trend
4 featured examples from Apr 23 to Jun 23, 2020CategoryPop Culture
Village-Supporting Drag Shows
This Virtual Drag Show Raises Funds for Toronto's LGBT+ Community
The entertainment industry can explore new opportunities in hosting virtual drag shows and online fundraising events.
CategoryPop Culture
LGBTQ+-Friendly Live Stream Quizzes
The Big Pub Quiz! Show is Available Live Every Thursday at 7pm
Disruptive innovation opportunities in creating interactive and inclusive digital entertainment experiences.
CategoryLifestyle
Dining Drag Queen Series
The Jack Daniel's Drag Queen Mukbang is a Virtual Dining Experience
Creating new avenues for performers to showcase their talents and engage with audiences virtually.
CategorySocial Good
Fashion House Pride Campaigns
Coach's We C You Campaign Celebrates Self-Expression and Acceptance
Fashion brands can leverage self-expression and inclusivity to connect with consumers and build brand loyalty.
