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AD-ITIVES
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.
MARKET SHARE
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.
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JANUARY 2017
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THINK
by
Jen Alexander