Padilla’s Insights + Strategy and Digital/Social teams scanned the news media and social media conversations surrounding the COVID-19 pandemic to bring you the week’s noteworthy developments:

Hogwarts, Drive-Ins & Rural Living

Adding onto the Hogwarts At Home COVID-19 initiative, Spotify is now streaming a chapter each week from the first Harry Potter book, read by cast members and other celebs.

To make up for the closure of movie theaters, Tribeca Enterprises announced it’s teaming up with IMAX & AT&T to bring summer drive-in experiences to towns and cities across the nation.

Nearly one-third of Americans are considering moving to a less densely populated area because of the novel coronavirus outbreak.

Brand Responses

Brands are moving into more engagement – and while still tactical and mission/purpose driven – they also are finding more creative/original ways to connect with people’s new normal. Themes focus on recognition via health, community safety and education and being a creative/emotional outlet. Some highlights include:

  • In an effort to help struggling bars and restaurants, Stella Artois launched a new campaign to raise funds for small businesses.
  • Heinz Ketchup made a 570-piece, all-red puzzle for you to solve, slowly – because we’ve got time.
  • Mint Mobile and its owner Ryan Reynolds launched a video campaign based on a PowerPoint presentation in lieu of an actual ad, as coronavirus halted production.

Topic Mapping

Politics continue to top the list with mixed conversations around the confusing responses to the pandemic among top White House staff, despite growing positive cases. Impact is the #3 topic as we are seeing restrictions being lifted nationally and globally.

For the first time since we started analyzing sentiment in topic mapping, we’re seeing equal percentages in both positive and negative sentiments (30%). Positive sentiment stemming from enforcement of industries opening back up and general relief efforts. Negative sentiment surrounding politics, misinformation, general unease and confusion as the world pushes into reopening.

Social Buzz

Overall, social buzz continues its downward trend, with notable dips during the weekends. The most popular tweets this past month covered the topic of U.S. halting funds to WHO, with the top two tweets coming from President Trump and Bill Gates.

In the past week, we saw a 5% increase in negativity via social media, mostly driven by the uptick of news outlets taking a retrospective look at the handling of the pandemic. Further amplifying the negativity was Barack Obama calling the coronavirus response “an absolute chaotic disaster” and a Rolling Stone article taking a deep dive into who’s responsible for “the testing disaster.”

Trending searches on coronavirus this week include: Cinco De Mayo at home, virtual summer camp ideas, Mother’s Day ideas during coronavirus and episode of The Simpsons that predicted coronavirus.


Every month, since the start of the pandemic and despite overall negative sentiment, the feeling that has dominated online conversation is one of “thanks.” For more insights on this week’s coronavirus communications analysis:

For questions, guidance or support with your brand’s communication efforts, Padilla’s COVID-19 Response Team is here to help.