VINYL RECORDS GET BLACKER AND MORE DRINKABLE
Prague-based Peter's Cold Brew recently ran a multisensory campaign called Blacker than Black to promote the intense qualities of their triple-strength cold brew coffee. Teaming with food innovator Patrick Galencser, the brand pressed the brew into a functional 12-inch record that played four black metal songs. After playing the songs, the record could be broken up and mixed with cold water to become a drinkable "high octane" cold brew coffee. This idea does a nice job of tapping in to the cultural currency of rapidly increasing vinyl record sales.
NIKE CURATES DATA FOR A MORE LOCALIZED STORE EXPERIENCE
In Los Angeles, Nike is launching a concept store called Nike Live. The store will use data (such as buying patterns, app usage and brand engagement) from nearby NikePlus loyalty program members to customize the store look and product offerings to a neighborhood level. Every two weeks, the store will be stocked with new apparel, footwear and accessories—all specific to this location—regardless of broader seasonal or distribution plans. Some items might even be store exclusive. There are plans for more Live stores to open around the globe.
KFC LIVESTREAM EVENT GOES TO THE CATS
For World Emoji Day, KFC continued its streak of wacky marketing stunts by hosting a four-hour Facebook livestream featuring a seven-foot-tall Colonel-shaped cat tree and cats. Every few minutes, viewers could use emojis to vote on what would happen next: activate the Colonel's laser eyes, toss in a yarn ball, launch treats or turn on a cat-themed TV or radio station. Several times an hour, cat facts flashed on the screen. More viewer participation meant different cats were added to the room. All featured cats were also available for adoption from a cat sanctuary in California. The event clawed its way to over 400,000 views.