It’s not everyday that the moon totally blocks out the sun.
In fact, this week’s total solar eclipse was the first time in almost 100 years that a large portion of the U.S. could see such an event. With social media abuzz with chatter surrounding all things eclipse, it’s no surprise that brands also wanted to get in on the conversation.
Here’s a look at some of the most memorable marketing efforts inspired by today’s almost-once-in-a-lifetime cosmic event.
Most of the United States didn’t lie in the eclipse’s path of totality, so instead of a blazing black circle, most saw a partial, crescent-shaped sliver of the fun – or at Chiquita dubbed it, a “fiery banana.”
Kicking off its “we are bananas” marketing campaign, Chiquita created a cheeky promo in which the brand playfully claimed credit for the cosmic event.
Chiquita also live-streamed the eclipse, and launched a series of promotional videos at their new website Thebananasun.com. Monday morning in NYC, brand ambassadors gave away banana-shaped protective eyewear at a giant banana pop-up installation.
While lots of people got to see a total solar eclipse, lots of the country only got to see the moon cover a portion of the sun. But Dunkin Donuts didn’t want anyone to feel left out.
“Moonchkins”—which are usually known as the donut chain’s bite-sized Munchkins—look like little moons. So Dunkin’ built a special augmented reality app that lets users see an eclipse wherever they are by holding a digital “Moonchkin” up to the sun.
Forget the nighttime full-moon party. How about an all-day black-moon party to celebrate the eclipse? And what if you served Malibu Rum? This dancey spot perfectly ties in with the brand’s seasonal #BecauseSummer campaign.
“America’s Diner” decided to celebrate the eclipse by offering a special $4 deal on all you can eat “Mooncakes.” The Mooncakes were available for one day only, but America can continue to experience Denny’s regular pancakes – which are still moon-shaped – every other day of the year.
Bonnie Tyler sang her iconic ’80s ballad, “Total Eclipse of the Heart” Monday while the moon presented a total eclipse of the sun. The performance took place aboard Royal Caribbean’s special themed “Total Eclipse Cruise.”
So many great ideas. Until next time, keep being creative!