Quick Bits for August 21, 2017

By Andrew Eitelbach

 

 

Five bits of marketing-related news, by the numbers. Solar eclipse edition.

 

1 reinvented doughnut

Krispy Kreme is rolling out a chocolate version of its original glazed doughnut in honor of the solar eclipse. "The solar eclipse is a rare occasion providing a total sensory experience for viewers across the continental U.S.," the brand said in a statement. "Chocolate will have the same effect as we introduce a first-time chocolate glazing of our iconic Original Glazed Doughnut." Only some locations will carry the new creation, which has been available the past few days during evening Hot Light hours.

Krispy Kreme/YouTube

 


 

1-minute 57-second window

It's likely no brand is having a more serendipitous day than Mitsubishi. Maker of the Eclipse, the automotive brand is taking full advantage of the hype surrounding the solar eclipse and sponsoring ABC's special coverage of the event, the company has said. As the moon passes between the sun and earth, Mitsubishi will livestream the event from Oregon — one of the few places in the U.S. where observers can see an exact alignment of the sun and moon — and will try to get a shot of the new 2018 Eclipse Cross with the eclipse. The brand will only have a one-minute 57-second window in which to capture the two together.

 


 

7 livestreams

Mitsubishi isn't the only car brand getting in on the event. Volvo is teaming up with CNN to produce a unique immersive experience of the eclipse. A fleet of 2018 Volvo XC60s equipped with 4K 360-degree cameras will deploy to seven locations across the U.S. and beam live virtual reality broadcasts to CNN's website, Facebook page, and app, as well as to Samsung VR and Oculus Video. The broadcasts will be supplemented with coverage from CNN's space and science correspondent Rachel Crane and former astronaut Mark Kelly.

1 claim that's just bananas

While most of the coverage of the eclipse will focus on the moment the moon fully covers the sun, Chiquita is taking ownership of the brief moments before and after when the moon only mostly covers the sun, revealing "an enormous fiery yellow banana in the sky," as the brand puts it. Dubbing it the Banana Sun, the brand isn't just saying it owns those moments, Chiquita is taking full credit for moving the moon.

Chiquita/YouTube

 


 

1 big viewing party

Only a few places across the U.S. will be able to see the full eclipse, but most everywhere will have an opportunity to view at least part of it, and Warby Parker is helping people do it safely. The eyewear brand is handing out free protective glasses at its retail locations, and has instructions on how to make a pinhole projector on its website, along with viewing and safety tips for the curious. The company is also throwing a viewing party at its Nashville location that includes live music and food.

 


 

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