Drinking beer and returning cans equals stock ownership
We are seeing a growing trend of packaging-as-currency with the UK’s BrewDog being the latest entrant through its new program, Cans for Equity. Designed with an added sustainability angle, the program rewards a share of company stock to anyone who returns 50 emptied BrewDog cans to a UK or European BrewDog Bar. The cans are then properly recycled and reused.
Subscription coffee drives traffic in crowded breakfast marketplace
Panera Bread is offering an industry-first coffee subscription service that is currently rolling out to nearly 2,200 locations. By joining the MyPanera loyalty program and paying $8.99 per month, customers can enjoy all the hot/iced coffee and hot tea they can drink. The brand quietly tested the concept in Cleveland-area stores and saw frequency of visits increase 200%, while nearly 70% of orders also included food items. During the three-month test, subscription renewal rates were 90% while MyPanera participation increased by 25%. As the breakfast wars heat up with new entrants like Wendy’s, Taco Bell and Shake Shack joining, this type of low-operating-cost coffee subscription program is an easy way to lure customers in and change their breakfast habits.
Fortnite flips the script to save lives
With more than 250 million registered players, Fortnite is one of the most popular games in the world. Within the game, players do lots of shooting and building, and they participate in events called Deathruns. The International Committee of the Red Cross (ICRC) has partnered with Fortnite to flip the script by introducing a subgame: Life Run, which gives players four lifesaving missions to complete that echo real-world ICRC objectives. It’s part of an effort to increase awareness about the humanitarian work of the ICRC in war-torn areas of the world. The game is part of a campaign to raise awareness about the Red Cross’s humanitarian work in conflict areas.