3 Brands That Used Technology to Reach and Entertain Audiences During the Pandemic

Jennifer Vicki, Contributing Editor, BrandStorytelling.tv

IMAGE: https://images.unsplash.com/photo-1595287137144-cf60a87f39d9

Technology enables the start of new connections, empowers diverse brand storytelling, and creates new avenues for marketing innovation. While the global health crisis has brought with it more than its fair share of ill effects, it can’t be denied that it also opened new doors for certain brands – particularly in the field of digital marketing. In fact, prompted by the digital migration of industries, there has been a noted spike in the demand for digital and online marketing specialists. A survey by a national staffing firm reveals that experts armed with highly technical skills for marketing such as analytics, eCommerce, automation managers, and demand generation, can earn annual salaries of anywhere from $70,000 to $125,000.


This has made digital marketing one of the top career choices for students, and many top universities are now offering faster and more convenient online courses to meet this demand. Graduates of today’s online marketing degrees receive intensive and streamlined training in creating, managing, and analyzing digital marketing plans. The faster course turnaround will help fill the more than 20,000-personnel demand in digital marketing much quicker and ensure that new digital skills are brought to the industry. The below brands are an example of this new creative thinking coming from universities and advertising agencies, as they use emerging technologies to reach and entertain their audiences in the face of the global pandemic.


Chipotle used Zoom to maintain and develop outreach


One of the first brands that leveraged new tech to reach and entertain audiences amid the lockdowns was Chipotle Mexican Grill. Using Zoom, the popular video conferencing app, Chipotle connected celebrity guests with around 3,000 different fans. "We realized this is where our fans were headed," detailed Chipotle VP of digital and off-premise, Tressie Lieberman. "We started by bringing people together over lunch, when they may normally be hanging out at a Chipotle restaurant under different circumstances. We then started activating at all times of the day pending the idea and talent."


The guests included the likes of Whole30 Founder Melissa Urban, NFL star Rob Gronkowski, and Colton Underwood from "The Bachelor.” Generating 500 million media impressions and 100 media stories over just two weeks, the ca