AMAZON TURNS PRIME DAY INTO A STREAMING SHOPPING SHOW
With Prime Day(s) right around the corner, Amazon has announced that it will tap into the Twitch universe to market Prime Day deals. With 15 million active daily users, Twitch is a massive platform dominated by males (85%) and hard-to-reach 18–34-year-old millennials (55%). In a QVC-style takeover, Twitch streaming celebrities will use the Twitch Presents channel for 12 hours each day to sling “products ranging from electronics and gaming to kitchenware and kitsch.” Streamers will receive a share of each purchase made by their audience through one of their streams. While Twitch does well selling energy drinks, video games and gaming accessories, the Prime Day event will be a good test to see how far the brand can branch out from these mainstays.
REESE’S PUFFS GETS A RAPPER-DESIGNED MAKEOVER
Rapper Travis Scott recently teamed with General Mills to release a limited-edition version of his favorite cereal, Reese’s Puffs. While the cereal formulation didn’t change, the box was designed by Scott and came “encased in an acrylic container” for the price of $50 each. The boxes were first showcased at an event in Paris during Fashion Week and made available to the public on the rapper’s website. He also designed an accompanying “Don’t Cry Over Spilt Milk” cereal bowl and “Enjoy Today” spoon. All products sold out almost immediately, with the cereal boxes selling out in 30 seconds.
REI GETS INTO THE OUTDOOR MAGAZINE BUSINESS
REI is the latest to ditch its print catalog, instead launching Uncommon Path, a print magazine that will be available in-store and at newsstands. The magazine will focus on REI’s core purpose — “to awaken a lifelong love of the outdoors for all” — while delivering inspirational stories about outdoor life and culture. Stories in its first edition will explore the landscape along the United States’ southern border, the green glow of phosphorescent diatoms found in northern Florida’s intra-coastal waterway, and the bicycle routes through bustling Atlanta. Product recommendations and gear reviews will be included.