This week’s solar eclipse was an astounding event with the line of totality stretching from Oregon to South Carolina. With this being the first total eclipse visible coast to coast in 100 years, marketers brought their best material to the table to take advantage of the event. Here are the top 10 eclipse-related campaigns of 2017.
1. Dunkin’ Donuts
Everybody’s favorite donut chain sold what it called “Moonchkins” in honor of the eclipse, which are exactly the same as their famous “Munchkins,” but a lot more fun to say! Dunkin’ also built an app that let people hold a digital “Moonchkin” up to the sun to create their very own total eclipse!
2. Krispy Creme
Dunkin’ wasn’t the only donut chain who got in on eclipse fever. At Krispy Kreme, “Total Eclipse Glaze Donuts” were on the menu. A glazed donut, similar to their famous recipe, but glazed in chocolate for the first time ever! The sky got darker and so did the donuts!
3. Malibu Rum
This brand of rum loves to be the life of the party, and this year’s eclipse was no exception. Their “Black Moon” party theme was looking to turn eclipse parties into blackout moon parties with Malibu at the center of the action.
According to the home-sharing and rental company, approximately 50,000 people boarded in towns along the path of totality. The company held a promo event along with National Geographic to host guests in Bend, Oregon, the very first place in the entire country to spot the eclipse.
5. Warby Parker
There was perhaps no greater effort to market the eclipse than from eyeglasses company Warby Parker, who nearly sold out of special eclipse viewing glasses on their website, so was teaching people how to make their own eclipse-viewing glasses instead. They also put out a pretty clever commercial playing on Bonnie Tyler’s “Total Eclipse of the Heart,” changing some of the lyrics to reference the event. Watch the video below.
6. Royal Caribbean
Bonnie Tyler’s 1983 hit was a hot marketing angle for the eclipse and Royal Caribbean took it to the next level by getting Tyler herself to perform “Total Eclipse of the Heart” on its special planned cruise coinciding with the eclipse. How serendipitous is that? Watch the performance here.
This airline company took a different approach to marketing the eclipse by declaring it a ruse, a tongue-in-cheek effort that celebrates its policy of no blackout days. The brand hosted a sweepstakes on its website, asking fans to RSVP for a chance to win 100,000 True Blue Points (equating to around 10 free flights). The brand also hosted a Facebook Live Q&A with Pitch Perfect actor Skylar Astin where he answered questions about the celestial event.
This beer brand had a golden opportunity to market its name alongside the eclipse. They made a stop motion video on their site, teaching viewers how to make a pinhole camera out of a Corona box. The brand also delivered “Corona toast kits” to photographers across the country with a couple bottles of Corona Extra, eclipse glasses, and a countdown clock. Cheers!
The world’s largest search engine, Google, wanted to jump in on eclipse marketing fun by encouraging its users to send in their eclipse pics in a bid to help scientists study the event. And of course, they included a fun, eclipse-themed doodle GIF on their homepage.
This nationwide diner chain associated with late-night food outings went ham for the eclipse, offering $4 all you can eat “mooncakes” the day and night of the eclipse. What are mooncakes? Denny’s famous pancakes of course. Dig in!
There you have it, the 10 best eclipse related campaigns of 2017. Brands all across America got creative and marketed their best material to celebrate the event. Keep an eye out for the next solar eclipse in 2024 and all the exciting new marketing campaigns that bring this amazing event to life!