Solar eclipse prompts celestial marketing opportunities

Maybe it's the alchemy of the sun and moon colliding. It could be because April is climate month, or it could simply be due to the gravitational pull of the heavens. No matter how vague the motives, it's clear that the 2024 eclipse has officially taken over the hearts and minds of consumers and the marketing budgets of brands.

With historical records dating back to 3340 BC, solar eclipses have long held a mythical lore combined with inspiration across science, art, and space exploration. On April 8, 2024, an estimated 32 million people will be able to view the solar eclipse without leaving their city, and Consumer Insights & Innovation Strategist Lisa Miller says this will represent a multibillion-dollar solar eclipse. We predict it could be a revenue-generating event.

Smart brands are seizing on this opportunity with Moonpie launching an eclipse kit to enhance its social media campaign (see video above). Krispy Kreme is making eclipse-themed donuts, and SunChips will be giving fans access to limited-edition flavors for just four minutes during the eclipse.

More from ForbesA traveler's guide to viewing the total solar eclipse across the United Statesby roger sands

However, products and partnerships commemorating the eclipse are not limited to the food industry. As a significant number of US states prepare for high-impact transportation to and from optimal viewing spots, accessibility issues are being considered and technological solutions for virtual and immersive viewing are emerging. I am.

Google has developed an animated sequence modeling a solar eclipse on its homepage, while astronomers Wanda Diaz-Merced and Alison Vierilla collaborate to bring the sensation of a solar eclipse to the blind through LightSound devices Did. AT&T declared on its website that it is “committed to keeping our customers connected during this year's total solar eclipse,” which means that while the moon's passage between the sun and Earth is powerful, communications This shows a renewed awareness of the importance of not interfering with the functionality of technology and technology.

Whether viewers are viewing the eclipse on their own or at a viewing party, fashion editors from Vogue and the New York Times have compiled their own opinions on what to wear, and they'll be watching the eclipse from above. There's no shortage of statement pieces featuring style inspiration. In a departure from his well-known suit and tie, science man Bill Nye wears full eclipse regalia on the cover of Time Out New York magazine, encouraging New Yorkers to take the path to total eclipse. Pilgrimage was encouraged.

For marketers, the eclipse is a welcome break from the cycle of predictable holidays and influencer-driven award events. It provides the ability to respond to rare spontaneous moments and has low overhead and high wow factor. It's a unique blend of possibilities that experienced creative, content, and product innovators can't help but respond to.

The brief is simple: incorporate branding in an authentic way to celebrate the phenomenon that unites humanity to pause and think about our place in the solar system. It's a marketing dream, the ability to connect with your audience while commemorating a common experience that pays homage to the magic of nature. And by the time a consumer takes off her ISO-compliant glasses, user-generated chatter about the eclipse will dominate the feeds of every social media channel that brands are already trying to win over. .

Spotify playlists and iPhone filters aside, the eclipse presents a unique opportunity for forward-thinking brands and businesses to leverage targeted conversations with their audiences in the midst of a common reset. Join Sense of Wonder in capturing consumer attention across market segments. greater than the impact on life.