Ayzenberg Junior Strategist Ashley Otah recounts the past week’s trends.

NHL Mixed Reality

Ice, ice, baby. The Colorado Avalanche team breaks the ice with the NHL’s first-ever mixed reality spot. In partnership with Chipotle, the team brought a theatrical moment to life that could have otherwise been a purely physical activation. However, the digital and the material use lends itself to a more immersive experience. With mixed reality, users feel engaged, broader audiences are reached, and a look into the future can be seen. The global mixed reality market was valued at 553.27 million dollars in 2020 and is expected to reach 5811.09 million dollars by 2026. There is a clear indication of increasing adoption, and the activation underscores how brands can harness the power of mixed reality within any vertical.

TikTok Credits

Credit, where credit is due. The TikTok team is rolling out a new feature that allows creators to give credit and tag other creators that inspired their content. The addition is a big move as previously, this was a pain point cited by BIPOC creators and a roadblock as people screen recorded, stitched, and utilized others’ content freely. However, allowing users to credit original creators of trends is also monumental as it gives visibility, encourages continued creativity, and opens up economic opportunities that were previously unattainable. Empowering creators and allowing them to foster their communities organically is a win-win for creators, brands, platforms, and the like.

Cappuccino.fm

Heard it here first. Cappuccino.fm, a daily personal audio show featuring friends, is a self-described “Mini podcast for elite friend groups.” The app allows for daily recordings of audio-based stories and then compiles a curated playlist for groups to enjoy. The app is an amalgamation of features many desire to have in a distilled and easy to utilize way/use manner. Other apps like Spaces and Clubhouse have also risen to fame as conversation corners of the internet. If not social, the number of podcast listenerships and other audio mediums amongst all ages also indicates increased audio desire. The app showcases the increasing power of audio-based social and consumers’ desires for more intimate social interactions. Brands can continue to explore this with features such as close friends, unfiltered yet curated content, and audio opportunities.