Category
Lifestyle
Assisted Choices
Trend cluster
Category
Tailgate
Revamped
Tailgate parties in North America are adapted because of the ongoing pandemic.
3.7
Trend score
Trend
What is the Tailgate Revamped trend?
Tailgate Revamped: The North American tailgate party is changing because of continued stay-at-home orders, and brands are helping to lead the way in this process. Everything from virtual tailgates to tailgate-themed deliveries are being offered so people can safely celebrate.
Insight
The consumer insight behind the Tailgate Revamped trend
As people continue to deal with the rules in place because of the COVID-19 pandemic, they're feeling a longing for their pre-pandemic lifestyles. Craving a sense of normalcy, consumers are turning to brands that prioritize both their safety and the hobbies and activities they miss.
Trend themes
Themes within the Tailgate Revamped trend
Three behaviours holding the trend together01
Virtual Tailgate Events
Virtual events are taking the place of traditional tailgating, offering sponsors the ability to make unique and themed experiences for viewers from anywhere.
02
At-Home Tailgate Deliveries
Food delivery companies and restaurants are adapting to satisfy a growing demand for game day-themed meals and snacks, offering easy options for those seeking a taste of normalcy and comfort while watching games from home.
03
Mobile Tailgate Parties
Brands are using experiential and interactive marketing strategies by offering unique and customized experiences, often delivered to consumers' doorsteps as they adopt creative ways to engage with customers.
Industry implications
What the Tailgate Revamped trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Food and beverage companies are innovating around game day events by offering themed menus, tailgate packaged products, delivery and pickup options.
For
Marketing and Advertising
The pandemic has led to changes in marketing and advertising strategies, with brands having to shift to more digital marketing techniques, from virtual events to interactive campaigns and personalization to reach customers.
For
Sports and Entertainment
As the pandemic alters the way people consume sports, stakeholders in sports and entertainment are adapting to new realities by pivoting to digital experiences and tailoring their offerings to the changing expectations of audiences.
Workshop question
How is your brand balancing normalcy with safety?
Trend signals
Trend signals for Tailgate Revamped
Trend score 3.7 out of 10, from popularity 53%, activity 48%, freshness 11%.
Popularity53%
Activity48%
Freshness11%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Tailgate Revamped trend
7 featured examples from Sep 26, 2020 to Jan 22, 2022CategoryLifestyle
Mobile Tailgate Parties
The Corona Game Day Giveaway is Engaging with Football Fans
Beer and alcohol companies can leverage the popularity of tailgating and create engaging promotional campaigns that encourage responsible drinking and social distancing.
CategoryPop Culture
Virtual Tailgate Events
The Tik Tok Tailgate Event Stars Headliner Miley Cyrus
Entertainment companies can leverage virtual events and partner with brands to reach a wider audience and create new revenue streams.
CategoryLifestyle
Virtual Tailgating Experiences
General Mills & Meijer's Virtual Homegate Shares Trivia & Recipes
Utilizing virtual platforms and experiences for marketing and promotion, in addition to gamification for engagement with consumers.
CategoryArt & Design
Customizable Football Candles
The Homesick x Bud Light Tailgate Candle Creates a Cozy Game Day
The candle industry could benefit by extending its offerings of candles inspired by various sports and event themes
CategoryLifestyle
Tailgating Game Day Meals
The IHOP Game Day Feasts and Bundles Come in Four Options
Opportunity for food service industry to create meal bundles and kits specifically for game day events.
CategoryLifestyle
At-Home Tailgate Packs
The Brewhouse Homegating Pack Recreates Tailgate Experiences at Home
Food and Beverage industry can capitalize on creating innovative packs to enhance at-home tailgating experiences.
CategoryLifestyle
At-Home Tailgate Deliveries
This 7-Eleven Pizza Promotion Helps Fans "Homegate"
Food delivery services can capitalize on the trend of at-home tailgating by providing tailored menus and quick delivery options for sports enthusiasts.
