# Drag Entertainment Brands are partnering up with drag queens to launch virtual campaigns & events. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Jul 21, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/drag-entertainment ## Key Figures - Trend score: 2.6/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 23 to Jun 23, 2020 - Published: Jul 21, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Drag Entertainment trend ### 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. ### 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. ### Brand Campaigns for Pride Month Fashion and beverage companies are releasing Pride campaigns that celebrate and support the LGBTQ+ community. ## What the Drag Entertainment trend means for industry ### For 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 for Drag Entertainment Trend score 2.6 out of 10, from popularity 49%, activity 22%, freshness 9%. - Popularity: 49% - Activity: 22% - Freshness: 9% ## Examples of the Drag Entertainment trend 4 featured examples from Apr 23 to Jun 23, 2020. - [Village-Supporting Drag Shows](https://www.trendhunter.com/trends/virtual-drag-show): This Virtual Drag Show Raises Funds for Toronto's LGBT+ Community (Category: Pop Culture) Implication: The entertainment industry can explore new opportunities in hosting virtual drag shows and online fundraising events. - [LGBTQ+-Friendly Live Stream Quizzes](https://www.trendhunter.com/trends/sink-the-pink): The Big Pub Quiz! Show is Available Live Every Thursday at 7pm (Category: Pop Culture) Implication: Disruptive innovation opportunities in creating interactive and inclusive digital entertainment experiences. - [Dining Drag Queen Series](https://www.trendhunter.com/trends/drag-queen-series): The Jack Daniel's Drag Queen Mukbang is a Virtual Dining Experience (Category: Lifestyle) Implication: Creating new avenues for performers to showcase their talents and engage with audiences virtually. - [Fashion House Pride Campaigns](https://www.trendhunter.com/trends/coachs-we-c-you): Coach's We C You Campaign Celebrates Self-Expression and Acceptance (Category: Social Good) Implication: Fashion brands can leverage self-expression and inclusivity to connect with consumers and build brand loyalty. ## 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)