In the body and in the city: how do brands integrate into consumers’ lifestyles?

Today, brands are an integral part of everyone’s life. It not only advertises products and services, but also shapes new trends, upholds values, informs, inspires and guides millions of people. To express solidarity and commitment to the brand, people are ready not only to constantly buy the products or services of a particular company, but also to integrate the philosophy and style of the brand into their lives. What happens in the end, we will describe several examples of major brands at once.

KNOPKA YAPPY

blogger in 2022 KNOPKA YAPPY Evelina Korolchuk dyed her hair the characteristic turquoise color of the vertical video social network YAPPY. In a new image, he took part in Tavrida.ART festival, where he held a master class at YAPPY Truck mobile content academy as a guest expert.

Domino’s Pizza

In 2018, the pizzeria held a promotion for a tattoo with the company logo, promising a lifetime supply of pizza. More than 350 people got tattoos in three days! All have been certified for 100 free pizzas a year for a hundred years.

Delivery Club

During the pandemic, food delivery service Delivery Club, in collaboration with temporary tattoo shop Everink Tattoo, offered Muscovites to apply transferable QR codes to go to restaurants. In this way, the Delivery Club drew attention to both distribution and catering businesses, and the routine QR code presentation by citizens also diversified.

VTB

For several years, VTB’s Velobike city bike rental service has been an integral part of the capital’s infrastructure. Hundreds of thousands of residents and guests of the capital use the service in all seasons. VTB supports the trend towards an active and healthy lifestyle and integrates banking services into the habitual rhythm of citizens.

Monopoly

Alex Monopoly has created an art object from a Rolls-Royce McLaren 720S painted in the Monopoly board game style. The car was part of the Art Basel festival exhibition held in Miami in 2018.

storytelling

In 2018, the audiobook service placed a literary payphone on one of the streets of Yekaterinburg – this is how the brand decided to convey the value of classical and modern literature not only to users of the application, but also to all citizens. The person who took the phone began to communicate with the “classics” – he could ask them any questions, and they answered with quotes from their work. Both brands and consumers regularly express their emotions to each other by adopting a lifestyle or appearance elements. Modern marketing is co-creation that builds and creates much deeper connections than just a check for a product or service.