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Make It Snappy

Pop-up eyewear vending machines

inspire trendsetter FOMO

Like a Bigfoot sighting or a triple rainbow, Snap’s big yellow

vending machines only exist for those who have seen them. The

Snapbot machines have been dropped in just a handful of places,

on no particular schedule, to dole out picture-taking sunglasses,

called Specs, manufactured by the company formerly known as

Snapchat—now just known as Snap. The first sighting was in the

company’s hometown of Venice, California.

Oversized and funky-looking, the sunglasses are outfitted with

cameras that let viewers take circular video in a 115-degree field

of view, then upload to Snap for instant sharability. But don’t blink,

because the video only records 10-second spots at a time.


Opening A Can Of

Marketing Genius

Tuna company promotes packaging

redesign with online instant-win game

When you’ve already got a fan base on Facebook,

how do you improve on social media marketing?

Make a game of it, of course. That’s what Chicken

of the Sea did when it wanted to promote its new

pull‑tab tuna cans to consumers.

From October to November last year, Facebook

users logged on to the company’s page and played

the interactive Pull It Off Game and Promotion, which

offered the chance to win $25,000 in prizes. The online

game featured a virtual “kitchen” setting where players

tried to grab a tuna can as it revolved on a table—but

only EZ-Open cans would open in the game.

The company reported more than 228,000

plays from 45,000 unique players and a resulting

473-percent increase in overall web traffic. Since the

program’s launch, a record average of 10,700 hours

of consumer digital engagement time per week has

been measured. More telling than the online numbers

are the in-store sales: Chicken of the Sea’s EZ-Open

product sales increases are in the double digits.







Jen Alexander