HOW THE GRINCH STOLE AMAZON — AND GAVE IT AWAY
In the UK, Amazon and Universal Studios partnered for a unique The Grinchmovie-launch tie-in centered around Amazon’s Treasure Truck, which usually promotes a daily deal shoppers can pick up wherever the Treasure Truck stops. The promotion storyline saw the Grinch ransack an Amazon warehouse and take over the Treasure Truck, giving items away. The catch was that the exact item a shopper might get was a mystery and could range from a brand-new Fire tablet to a whoopee cushion. It was a fun way to engage those who might not be familiar with the Treasure Truck concept.
DSW GETS SHOPPERS TO SMILE FOR SHOES
Retailer DSW has launched a mobile AR smile-meter discount program just in time for holiday shopping. The digital ad asks users to smile at their smartphone for five seconds so it can measure how happy they are. It then gives an instant discount coupon that is good for DSW’s online store. This is an interesting move that brings another layer of interactivity to mobile ads and taps into the AR trend where Snapchat users alone are using AR lenses more than 70 million times per day.
FIRST IT WAS BURGERS, NOW IHOP IS INTO BEER
During the summer, pancake superhouse IHOP briefly (and playfully) changed its name to IHOB to highlight that the restaurant also sells burgers. To further expand its perception beyond pancakes, the brand recently partnered with Keegan Ales to create IHOPS Pumpkin Pancake Stout that’s available in bars and taprooms in the Northeast. The move allows the brand to have a presence outside its restaurant locations and during evenings — when people might not normally be thinking of the brand.