Elevate Your Agency’s Impact with Total Solar Eclipse Marketing Ideas – A Once-in-300-Years Opportunity for DFW Advertising and PR Agencies
Get ready to witness a marketing phenomenon surpassing even the biggest global events. In less than 100 days, the Dallas-Fort Worth (DFW) area will experience a Total Solar Eclipse – an event that hasn’t graced our skies in over a century and won’t for another 300 years. This celestial marvel offers an unparalleled opportunity for DFW advertisers, publicists and marketers.
On April 8, 2024, millions of residents and visitors will gaze at the sky as the Sun slips behind the Moon, revealing a radiant corona. This is not just a cosmic occurrence; it’s a marketing goldmine, a chance to create something truly memorable.
In this blog we will go over some Total Solar Eclipse marketing ideas that came out of the 2017 Total Solar Eclipse.
Are Your Clients Ready for This Astronomical Event?
No need to panic; TotalEclipseDFW is here to assist with various Eclipse marketing opportunities for April 8, 2024.
From Agency Owners to Agency Owners – Total Eclipse DFW is Your Ally
As owners of TrizCom PR, we understand the excitement and challenges surrounding the Total Eclipse 2024. We’ve spent over six months immersing in celestial events, consulting with the American Astronomical Society and learning from the 2017 Eclipse to equip agencies like yours with the tools to capitalize on this rare event.
Creative Total Eclipse Marketing Ideas: Your Agency’s Guide to Seizing the Total Eclipse Opportunity
- Pitch to Clients: Present the Total Eclipse 2024 as a unique marketing opportunity. From unique campaigns to engaging content, this is your chance to stand out.
- Safe Glasses are Key: Be the provider of safe AAS/ISO-compliant glasses viewing glasses, creating a lasting brand connection. But you need to Order NOW to ensure your clients can safely enjoy this event.
- Bounce Back Coupons: Use QR codes on glasses for repeat customer engagement.
- Co-branding Opportunities: Maximize visibility with branded glasses, offering customization for large orders.
- Host Viewing Events: Create community-centric events, enhancing brand presence and engagement.
- Support Local Services: Engage with local public safety workers during this busy period.
- Sponsorship: Sponsoring Total Eclipse DFW is not just advertising; it’s aligning your client’s brand with a historic (literally a once-in-a-lifetime) event. From unprecedented exposure to long-term brand recall, this is an opportunity for impactful marketing.
Trend Jacking the Total Solar Eclipse in DFW
Throughout 2017, various brands utilized diverse marketing tactics, including expansive national campaigns and targeted regional sponsorships. A common strategy among these was “trend jacking,” where brands associate themselves with major events or popular trends. The effectiveness of trend jacking hinges on striking a delicate balance; the association with the trend should be nuanced yet substantial enough to relate to the brand’s offerings. Too weak a connection might lead to consumer confusion, indifference and, at worst, backlash. The key challenge for brands is creatively weaving the trend into their marketing story, genuinely engaging their target audience and enhancing overall brand perception.
Eclipse Marketing Examples from 2017
On August 21, 2017, the first total Solar Eclipse visible coast-to-coast from the mainland United States since 1918 happened. As people prepared for the main event, U.S. businesses hawked special Eclipse-themed merchandise from national chains to mom-and-pop shops.
Here are some unique examples of how brands capitalized on the 2017 Total Solar Eclipse excitement:
Airbnb
In 2017, Airbnb witnessed a significant travel upsurge due to the Great Eclipse, attracting thousands from around the globe to rural areas across the U.S. The Eclipse, spanning a 70-mile path across 14 states, turned towns like Hopkinsville, KY and Idaho Falls, ID, into hotspots with 50,000 guests from 26 countries booking through Airbnb. This event marked a blend of astronomical and cultural tourism, reflecting Airbnb’s growth since 2007 as a global platform for unique accommodations and experiences. Additionally, Airbnb partnered with National Geographic for a one-of-a-kind experience, offering a contest to stay in a geodesic dome in Oregon, followed by a private jet journey through the Eclipse’s Path of Totality, accompanied by a National Geographic astrophysicist and night-sky photographer.
Amtrak – Eclipse Marketing Ideas
Amtrak experienced a swift sell-out for its special Eclipse train service, with all tickets gone in just 22 hours. This unique service, accommodating 409 passengers, offered a round-trip journey from Chicago’s Union Station and Champaign, Illinois, to Carbondale, Illinois, a prime viewing location for the Solar Eclipse. Scheduled to leave early on August 21, 2017, the train ensured riders reached Carbondale in time for the Total Solar Eclipse, which boasted one of the longest durations of roughly 2 minutes and 38 seconds. Each passenger received special Eclipse-viewing glasses courtesy of Amtrak and Carbondale Tourism. Ticket prices were $153 from Chicago and $90 from Champaign for the round-trip.
Casper Sleep – Total Solar Eclipse Marketing Ideas
Casper Sleep, a New York-based company, showcased inventive marketing by establishing a luxury “Eclipse camp” in Casper, Wyoming. This unique camp provided accommodation in canvas tents equipped with the company’s comfortable mattresses and hosted various daytime activities, including flashlight tag, movie screenings and yoga. The camp, designed for overnight stays before the Eclipse, featured various food and drink options. With tickets priced at $499, the event was well-covered on social media, offering a blend of luxury and outdoor adventure to Eclipse viewers.
Chiquita – Eclipse Marketing Ideas
Chiquita ingeniously leveraged the Solar Eclipse for a playful marketing campaign by drawing a parallel between the partially Eclipsed Sun and a banana, coining the term “banana Sun.” They developed a unique map illustrating the Eclipse’s trajectory across the U.S., depicted with banana Suns. To further this theme, Chiquita launched a dedicated website featuring an Eclipse countdown, engaging promotional videos and a humorous FABSQs (Frequently Asked Banana Sun Questions) section, where they whimsically substituted “Eclipse” with “banana Sun.” In collaboration with Funny or Die, the company humorously suggested that during the moments surrounding the Eclipse, the Sun resembled a giant banana. This creative approach not only linked their bananas to the Eclipse in a shareable and amusing manner but also showcased how an ostensibly unrelated brand can create a lasting, memorable marketing impact.
Dairy Queen – Eclipse Marketing Ideas
In celebration of the Great American Eclipse, Dairy Queen offered a special buy one, get one for 99 cents deal on its Blizzard Treats, including its new Triple Truffle Blizzard Treat. This promotion began on the day of the Eclipse and extended until September 3, 2017. The offer was available at participating Dairy Queen and DQ Grill & Chill locations. The offer catered to Eclipse viewers, whether stuck in traffic or simply enjoying the monumental event, providing a sweet way to enjoy the moment with an extra Blizzard treat.
Denny’s – Total Solar Eclipse Marketing Ideas
Denny’s capitalized on the Eclipse excitement by introducing a special promotion of $4 All-You-Can-Eat “Mooncakes” on August 21, 2017. These “Mooncakes” were Denny’s well-known Buttermilk Pancakes, ingeniously rebranded for the occasion. The company playfully noted that their classic buttermilk pancakes would remain available throughout the year despite the temporary rebranding. This promotion offered a fun twist on a familiar favorite, aligning with the Eclipse theme.
DoorDash – Eclipse Marketing Ideas
DoorDash enhanced the 2017 Eclipse experience with a special promotion, offering delivery of classic half-Moon cookies at the Eclipse’s peak hours. This offer, valid in areas not directly in the Path of Totality in Boston, New York City, Los Angeles, Washington, D.C. and Mountain View, California, allowed users to order from a dedicated Eclipse Cookie Store on the app between 2-4 p.m., with each customer entitled to one free cookie.
Frigidaire – Solar Eclipse Marketing Ideas
Frigidaire Gallery celebrated the total Solar Eclipse on August 21, 2017, with its first-ever Blackout Sale, offering significant discounts on its new Smudge-Proof Black Stainless-Steel collection. The sale, which ran from August 17 through August 23, featured at least 30% off on the collection, including the company’s best-selling kitchen appliances. These appliances, known for their fingerprint-resistant black stainless-steel finish and suitability for various kitchen aesthetics, incorporated time-saving technologies. The sale, coinciding with the launch of this modern collection, was available both in-store and online at select retailers. The discounted products included refrigerators, electric and gas ranges, dishwashers and microwaves, all designed to enhance efficiency and convenience in the kitchen.
Google – Eclipse Marketing Ideas
Google capitalized on the Eclipse event to unveil the latest Android update, named Android Oreo, continuing its tradition of dessert-themed names and following the earlier Nestle collaboration for Android 4.4 KitKat. Despite the significant announcement oreo maintained a low profile on social media regarding the partnership. Meanwhile android creatively promoted the launch with videos of Oreos symbolically eclipsing the Sun throughout the day.
https://twitter.com/Hostess_Snacks/status/899620105289682944?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E899620105289682944%7Ctwgr%5E3d9456c88a194d1aca56016267022eb28bc6c685%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Ftime.com%2F4908847%2FEclipse-2017-hostess-Moon-pie-beef%2F
Hostess Snacks – Solar Eclipse Marketing Ideas
In a classic brand rivalry on social media, Hostess Snacks declared its chocolate-frosted yellow cupcake with the iconic icing squiggle as the official snack for Eclipse viewing. This bold claim was met with a witty and concise response from Moon Pie, a round dessert with graham cracker cookies and marshmallows dipped in chocolate, simply replying with “lol ok.” The internet quickly engaged in this playful battle, debating which chocolate treats better symbolized the celestial event, especially given Moon Pie’s apt name. Hostess even suggested collaborating for a “Total Eclipse of the treat.” Still, Moon Pie maintained its edgy stance throughout the day, adding to the spirited online discussion about the preferred Solar Eclipse snack.
Kane’s Handcrafted Donuts – Total Solar Eclipse Marketing Ideas
In anticipation of the 2017 Eclipse, Kane’s Handcrafted Donuts in Boston’s financial district and Saugus bakery offered an exclusive Eclipse-themed Boston Cream doughnut. This unique treat featured artistic frosting, with a delicate streak of vanilla bean alongside a generous helping of Taza chocolate, representing the Eclipse’s effect on the Sun. Available only on Monday, August 21, 2017, this special doughnut provided a deliciously thematic way to celebrate the rare celestial event.
Krispy Kreme’s Chocolate Glazer – Eclipse Marketing Ideas
Krispy Kreme sold its first-ever chocolate glazed doughnut during the Eclipse. The donut shop listed participating stores on its website and sold the treats on August 19 and 20 during special hours. Krispy Kreme also issued a safety warning for drivers during Eclipse 2017. Jackie Woodward, Krispy Kreme’s chief marketing officer, highlighted the unique nature of the Total Solar Eclipse as a total sensory phenomenon across the U.S. In line with this rare event, she announced the debut of a special chocolate glazing on their iconic Original Glazed Doughnut, likening its impact to the Eclipse itself.
McDonald’s – Solar Eclipse Marketing Ideas
In Oregon, McDonald’s offered a unique promotion where select restaurants provided customers with Solar Eclipse glasses along with their meals. Additionally, another franchisee significantly contributed to Tupelo High School by donating Eclipse glasses, enabling every student and employee in the Tupelo school district to safely experience the Solar Eclipse on August 21, 2017. This initiative enhanced the Eclipse viewing experience and created an unforgettable educational opportunity for the students.
Mitsubishi – Eclipse Marketing Ideas
Mitsubishi harnessed the 2017 total Solar Eclipse to market its Eclipse Cross SUV in a multifaceted campaign. In the Path of Totality, they organized a live stream of the Eclipse from Salem oregon and captured the Eclipse Cross SUV against the Solar Eclipse backdrop. This event, the first contiguous U.S. total Solar Eclipse in 99 years, was streamed live as it entered the United States. Mitsubishi invited social influencers from 10 countries to Oregon, offering a global audience a unique view of the celestial and product launch. The live stream also previewed a production shoot for the Eclipse Cross, with plans to use these assets in global marketing and at the Los Angeles Auto Show. Francine Harsini, senior director of marketing at Mitsubishi Motors North America (MMNA), described the event as an unprecedented marketing opportunity. The Eclipse Cross debuted on TV in New York City’s Times Square during “Good Morning America,” coinciding with Mitsubishi Motors’ sponsorship of ABC News’ live Eclipse coverage. This comprehensive campaign marked the launch of the Eclipse Cross CUV, which went on sale in North America in early 2018.
MoonPie – Solar Eclipse Marketing Ideas
In 2017, MoonPie brilliantly capitalized on the total Solar Eclipse and its 100th anniversary with a unique marketing campaign, achieving remarkable success. Their sales surged by 9% in 2016 and Eclipsed the previous year’s online sales in just two weeks before the 2017 Eclipse. The demand was so high post-Eclipse that their factory temporarily shut down due to a shortage of raw materials. The campaign, which positioned MoonPie as “The Official Sponsor of the Solar Eclipse,” was a social media triumph. Their top tweet contributed to over a billion earned media impressions. This success was further amplified by their witty and engaging social media presence, particularly on Twitter, where their humorous and relatable content resonated with a broad audience. This approach broke sales records and established MoonPie as a leading brand in social media engagement for 2017.
Royal Caribbean – Total Solar Eclipse Marketing Ideas
In 2017, Royal Caribbean redefined Eclipse viewing with its innovative “Total Eclipse Cruise.” This weeklong sea voyage offered a unique experience to witness the 2017 Total Solar Eclipse from an optimal vantage point on the ocean. Setting sail from Orlando, Florida, on August 20, the cruise journeyed to the best spot for Eclipse observation. Passengers also explored several exotic stops, including Phillipsburg, St. Maarten; Charlotte Amalie, St. Thomas; and Nassau, Bahamas, with ticket prices starting at $2,422. Highlighting the cruise was a unique live performance of “Total Eclipse of the Heart” by Bonnie Tyler, accompanied by the band DNCE, timed with the Eclipse. This creative entertainment strategy led to the song topping the iTunes chart that Monday. The performance, broadcasted via Facebook Live, featured the new Oasis of the Seas ship and attracted a large online audience, showcasing Royal Caribbean’s flair for memorable events.
Photo Courtesy of http://melissalake.com/shoneys
Shoney’s – Eclipse Marketing Ideas
On August 21, 2017, celebrating the total Solar Eclipse, Shoney’s, an iconic American restaurant brand, offered its guests a special treat. Customers who purchased a meal at Shoney’s were given free Eclipse glasses and a complimentary MoonPie. This offer was part of the “Eclipse Survival Kit,” available at participating restaurants across 16 states, including its Nashville headquarters in the Eclipse’s Path of Totality. The kit could also be purchased separately for $3.00.
Snake River Brewing – Solar Eclipse Marketing Ideas
The Eclipse was perfectly viewed by anyone in the Jackson Hole area in 2017. One local brewery, Snake River Brewing originated a fun concoction dubbed “Eclipse” beer. The brand also hosted a BBQ viewing party complete with Eclipse Ale, yard games, hamburgers and brats. Snake River Roasting Co. also had a special product: Eclipse coffee. A spokesperson for the coffee house told CNN that the coffee sold like mad.
Volvo – Eclipse Marketing Ideas
On August 21, 2017, Volvo Car USA and CNN teamed up to provide a groundbreaking live-streaming experience of the Solar Eclipse using 360° video in 4K resolution and virtual reality. This collaboration allowed viewers worldwide to immerse themselves in the Eclipse via CNN’s digital and social platforms, even if they weren’t in the Eclipse’s direct path. The initiative, part of a larger editorial and branded content campaign, also featured Volvo’s new XC60s equipped with advanced 360° cameras. This partnership highlighted Volvo’s commitment to embracing future technologies, as seen in the XC60’s cutting-edge features. The live VR stream and additional content were accessible on CNN.com/Eclipse and through CNN’s mobile apps, offering a unique perspective on this rare celestial event. For more information, Volvo launched www.RacingTheSun.com, complementing this innovative approach to experiencing and celebrating the 2017 total Solar Eclipse.
In conclusion, as we’ve explored an array of ingenious marketing strategies and Solar Eclipse Marketing Ideas employed during the 2017 Total Solar Eclipse, it’s evident that the upcoming 2024 Eclipse presents an even bigger canvas for creative advertising and PR campaigns. From special promotions and live streaming to unique product launches, the opportunities for brand visibility and engagement are vast. However, amidst all your trend-jacking campaigns and marketing efforts, remember that the most sought-after item will undoubtedly be Solar Eclipse glasses. These are not just a safety necessity but also a fantastic branding opportunity. So, whether you’re planning a grand event or a subtle marketing nudge, the time to order your branded Eclipse glasses is now. Make sure to make your mark during this spectacular celestial event. Visit TotalEclipseDFW for more insights and to secure your Eclipse glasses today – the hottest ticket in town for the 2024 Total Solar Eclipse.