These 2020 interactive trends range from interactive frozen dessert pints to in-game designer fashion collections. With less opportunity for in-person activations and gatherings as a result of COVID-19, consumers are engaging with their favorite brands through campaigns that go beyond traditional marketing to utilize the power of tech and social media.
Standouts include the recent launch of Marc Jacobs-designed Animal Crossing clothing that is accessible to Animal Crossing: New Horizons players via a set of free download codes. The Marc Jacobs virtual clothing collection is a partnership with @AnimalCrossingFashion Archive, "a self-described fashion photographer documenting social distancing era style" and speaks to the growing potential of in-game marketing as consumer desires for escapism grow while they are stuck indoors.
Another notable example comes from Häagen-Dazs -- the brand launched interactive packaging in celebration of its 60th birthday. The packaging was appropriately launched alongside the brand's Birthday Cake ice cream flavor and featured augmented reality experiences that could be unlocked by consumers through exclusive Snapcodes.
For more interactive trends in the year ahead, check out Trend Hunter's 2021 Trend Report.
- Gen Z
- Gen Alpha
- Millennial (primary audience)
- Gen X (primary audience)
