We asked our in-house gurus/geniuses…
What brand is surprising you the most (in a good or bad way) in their response to the COVID-19 crisis? Their perspectives might surprise you.
Tim, Director of Brand Activation: Dallas Mavericks
Mark Cuban, owner of the Mavericks, wasted no time stepping up to help employees affected by the virus, promising to pay all of their salaries. The Mavs didn’t stop there. They also are committed to reimbursing employees for their food bills to help support North Texas businesses and keep the local economy strong. They’ve gone even further by coordinating with Fanatics All In Challenge. The new charity fundraising effort provides fans with the sports dreams of their lives while raising money for food banks. For example, $10 will buy you 10 entries into a contest to win a one-day contract with Mark Cuban’s Mavericks that will allow the winner to suit up and sit on Dallas’ bench during an actual NBA game, be a part of the team’s layup line at game time and even shoot a free throw during the game. It’s a win-win situation at a time when we could all use something to cheer for.
Leah Zlatnik, Account Supervisor: Corona (beer, of course)
Corona is notable for what it’s actually not doing. As a brand that shares a name with the virus overtaking our world, Corona has done surprisingly little with this opportunity, positive or negative. Other than halting production and pausing their social media posts, they’ve chosen to hunker down and wait for this brand hurricane to pass. The brand could have chosen to dispel rumors that its beer was somehow responsible for the coronavirus outbreak or perhaps play off them in a cheeky, memorable way — either strategy would be better than no strategy at all.
Levi Kuhn, Account Supervisor: Burger King
Burger King’s “Stay Home of the Whopper” campaign waives delivery fees when you order through the app and salutes “couch potatriotism” in an entertaining new TV spot. They’ve also targeted college students with a new campaign that allows students to show their smarts by answering math, literature and science questions to unlock coupons for free Whoppers in the BK app (takeout only, of course). It’s a great example of a brand staying agile during these crazy times, and providing much-needed comic relief while being engaging and still delivering value to the customer.