COVID-19 Comms: How Entertainment and Lifestyle Brands are Spreading Positivity?
The COVID-19 pandemic has led to numerous lockdowns and movement restrictions in countries across APAC over the past few months. Cabin fever is on the rise as people are spending most of their time in front of their mobile or computer screens at home. Naturally, brands are capitalizing on this pool of captive audience and injecting some fun through entertainment options such as mobile phone filters, online games and shows and even virtual clubbing sessions. Tired of getting bombarded by COVID-19 news, some audiences are also turning to uplifting and inspiring online content. Here’re some colourful ways that brands in APAC are keeping audiences smiling despite the uncertainties.
Music streaming platform JOOX Music aired One World: Together At Home, a global broadcast event to support the fight against the COVID-19 pandemic, on its app on 19 April. Viewers from Thailand, Hong Kong and Macau SAR, Indonesia, Malaysia, Myanmar and South Africa live-streamed the show, which was organized by international advocacy organization Global Citizen, and the World Health Organization. One World: Together At Home, which includes performances and appearances curated by pop star Lady Gaga, is a show of unity towards those who are affected by COVID-19 and celebrates brave healthcare workers doing life-saving work on the front lines.
Livestreaming platform Bigo Live and Razer, a lifestyle brand for gamers, has found a solution for electronic music fans who are on lockdown mode but are craving a slice of the clubbing experience. The two Singapore-based companies hosted a live cloud clubbing session to bring some relief and entertainment to those in Australia and New Zealand. Through the Bigo Live app, viewers connected instantly with thousands of “party-goers” in real-time and enjoyed music together. Both DJ M4Sonic and Razer’s guest DJ EKO did an hour mesh-up through the “line” feature on Bigo Live. The partnership leveraged on Razer Gold, an independent virtual credit for games and entertainment. During the live-stream, partygoers could purchase Razer Gold to send virtual gifts and stickers to one another.
Can a quirky and optimistic rap song lift the spirit of a nation? Yes, according to Vietnamese entrepreneur and artist, Minh Beta. During Vietnam’s full lockdown period, Min, who runs Beta Cineplex, released a song titled “Viet Nam oi! Danh Bay COVID” (Let’s Fight COVID!). The song was endorsed by Vietnam’s Ministry of Health to uplift the nation’s spirit during the fight against the pandemic. Co-produced by Minh Beta and business consultancy YellowBlocks, the music video quickly went viral reaching millions of views across various platforms. With positive yet touching lyrics, the video features Minh Beta and guest stars in an interesting superheroes twist. The song inspired thousands of fan-made content that attracted more than 20 million views.
Singapore-based interactive media company BOLT Global has launched a new video series, “We Are In This Together” featuring community groups affected by COVID-19, in a bid to provide relatable, uplifting and informative content to inspire viewers during the pandemic. In the first two episodes, BOLT chronicles the experiences of medical staff around the world who are battling COVID-19 on the front lines, and interviewed couples in long-distance relationships on how they are keeping the flame alive during this period of social distancing,
Technology company Meitu has tied up with entertainment brand Pinkfong to launch a hand-washing mobile app filter that is themed after Baby Shark, a popular children’s song that features a family of sharks. The filter promotes good hygiene habits in the fight against COVID-19. Pinkfong introduced a hygiene-themed song to help families teach their children the proper steps for handwashing, which amassed eight million YouTube views. Pinkfong has also launched a #BabySharkHandWashChallenge to encourage users to submit their handwashing videos.
Online mobile gaming company KLab has teamed up with major game publishers around the world and the World Health Organization for the #PlayApartTogether campaign. The initiative encourages people to help slow the spread of COVID-19 by following health and safety guidelines to stay at home. And while they are at home, they can chill out and play online and mobile games. KLab is organising in-game campaigns so that players can enjoy their time at home.
Zheng Zhihao, CEO of Maoyan Entertainment, a platform that provides digital entertainment services in China, said COVID-19’s impact on the entertainment industry is only temporary, and that China’s domestic entertainment industry will recover earlier than other industries that are more reliant on the global market. According to a Maoyan survey in March, more than 70% of movie lovers in China were eager to return to cinemas after they reopen, up from 54% in February. Zheng added that some movies cancelled their theatrical releases and were shown instead through online streaming platforms. This move helped to ease the short-term impact while also creating long-term opportunities.
Vietnamese footwear brand Biti’s Hunter is putting its best foot forward with the launch of CANVAS OF PRIDE, a collection of sneakers that features designs inspired by #ProudlyMadeInVietnam stories. These stories celebrate how Vietnamese from walks of life rise up against the challenges presented by the COVID-19 pandemic. Biti’s Hunter is encouraging Vietnamese artists and creative communities to create and sell their designs. 10% of the revenue from the sale of these apparel will go towards the fight against COVID-19.
Stay on top of Coronavirus news from PR Newswire
This blog post is contributed by Stephanie Lau, Senior Audience Development Executive at PR Newswire. Stephanie leads PR Newswire’s audience development team in Singapore. She oversees media partnerships, media database and organizes media events and interviews. Prior to joining PR Newswire, she had three years of experience working in PR agencies.