Though outdoor options remained popular, appetite for indoor attractions, such as live performances, grew at a steady pace. For brands, this meant new ways to reach receptive audiences.
You are reading part 2 of a 7-part Year in Search deep dive. Jump to section Powering Potential; Big Moves; or Life Calculus.
Staying out all day was in.
Source: Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021.
Having become used to their routes and routines, people are eager for novelty.
Some things were worth braving the crowds.
Sources: Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021. Google Data, Global English, search phrases containing “stadium seating,” June 1, 2021–July 30, 2021 vs. June 1, 2020–July 30, 2020. Google Data, Global English, search phrases containing “in theaters now,” “festivals near me,” and “concert tickets,” Aug. 3, 2021–Oct. 1, 2021 vs. Aug. 3, 2020–Oct. 1, 2020.
What these insights mean for brands.
Brands that can stage outdoor activations, such as pop-up markets and dining, should do so when possible. Customer interaction is key for any venue. Online, that could mean enabling curious shoppers to test out products with AR try-on apps.
1. AR isn’t going anywhere (except everywhere).
L’Oréal launched Essie On Hand, a platform that lets users virtually try on Essie’s range of nail polishes. The experience currently features 75 shades, with plans to expand.1
2. Engage faraway fans during live events.
During the Summer Olympics, Banco do Brasil used its WhatsApp bot to help fans cheer on athletes from anywhere in the world. Through Cheer Transfer, fans sent the word “torcida” (fans) to the bot, which sent a motivational message to their choice of competitor.2
3. Give people somewhere exciting to go.
Netflix launched its first pop-up shops in New York and L.A., treating “Stranger Things” fans to collectible merchandise, photo moments, and arcade games. Having become used to their routes and routines, people are eager for novelty.
