With global sporting sponsorships set to fall $17.2B USD this year, brand across the US are turning to a less likely brand opportunity...graduation-related events.
Source: Teen Vogue
Throughout the pandemic, the effects on school children have been discussed at length. In particular, many have worried about the impact on senior school students and those finishing university, both educationally, and the sadness that goes with losing so many rite-of-passage moments and events.
While Australian brands have been appealing to young people by turning to other virtual events, no-one has covered as much ground as the USA, where people have been feeling the effects of COVID-19 greatly.
Teen Vogue (in partnership with AXE and OGX) hosted perhaps the biggest event, with the Teen Vogue Virtual Prom, Students who attended received multiple A-list celebrity drop-ins, Tik Tok tutorials and five lucky students were crowned for their efforts as essential workers, or help in their communities. Brands such as Ralph Lauren sponsored the event by donating nearly 2000 dresses.
Chipotle will host a virtual after party to the Teen Vogue event, attendees will have the chance learn how to make corsages and boutonnieres using Chipotle's burrito foil with DIY creator Sophie Parker(@wifenyc). A partnership with e.l.f cosmetics means the release of a chipotle food inspired set of makeup for the night with products like Lip Exfoliator Brown Sugar for brown rice, Putty Primer Matte for sour cream and silver liquid glitter for burrito foil. Apart from other smaller spot prizes, attendees will have the chance to win a $25,000 scholarship.
Teen Vogue will also host an online commencement ceremony, in partnership with Adobe. The May 31st event will feature speeches from popular celebrities such as Jameela Jamil and Anna Wintour.
John Krasinski's 'SGN' (Some Good News) channel, born out of COVID-19's need for more positive news stories hosted the 'Some Good News Prom' which featured acts including The Jonas Brothers, Billie Eilish and Chance the Rapper.
Chips A'hoy and Sour Patch Kids created "The Sweetest Prom Ever" where 1000 students could win the chance to attend the virtual event, streamed live from popular DJ Steve Aoki's YouTube channel.
Sponsored by Proctor and Gamble's Aussie Hair Care, Her Campus (a digital magazine for women in college) will host 'I'm Still Graduating' with guest's including Billie Jean King and Eva Longoria.
Fast Food Chain Jack in the Box created "Prom in a Box" and the event included a live DJ set with Diplo and Dillon Francis, hosted by YouTube influencer Jesse Wellens.
Social platforms of course, central in the equation, also ran their own special events and features, Houseparty had a live prom event and Instagram is sharing tips from influencers on how to make the most of an at-home prom. They have also introduced Stories stickers and AR effects with the hashtag #InstaProm.
Zara Cooper
