Event Marketer September 2021 - 9

SEPTEMBER 2021
[ scorecard]
THIS MONTH'S ROUNDUP
OF HITS AND MISSES
[ hospitality ]
SUPERFANS 'CHICK IN' TO KFC'S HOUSE OF HARLAND FOR
BOTTOMLESS FRIED CHICKEN AND SERIOUS BRAGGING RIGHTS
Move over, Taco Bell. It's KFC's time to
shine in the hospitality space. That's right,
the fast food giant offered an exclusive onenight
stay at its House of Harland popup
hotel in London in partnership with
Hotels.com. Only eight bookings were
available, likely creating a fair amount of
FOMO among chicken lovers. Benefitting
The KFC Foundation, the superfan experience
began with transportation to the
hotel inside a slick black Cadillac dubbed
the Colonelmobile. Upon arrival, guests
were greeted by a " Chick-In " clerk whose
sole purpose was to create a pleasurable
stay. The hotel room itself offered a number
of finger-lickin' good amenities, like
botanical-infused self-care products, a private
cinema room (playing chick flicks, of
course), a Hot Winger arcade cabinet and a
bright red " Press For Chicken " button that
summoned actual " chicken concierge " service.
In addition to fulfilling fans' dreams
of scoring bottomless fried chicken, KFC
decked out rooms with drumstick-inspired
décor. We can only hope the experience
also featured bottomless napkins.
HIT: EN ESPAÑOL, POR FAVOR
Corona marked the launch of its Hard
Seltzer Limonada in partnership with
language-learning platform Duolingo
via a voice-activated vending machine
in Las Vegas. Those who successfully
asked for a hard seltzer in Spanish
received a free sample. Those who
failed got a Duolingo subscription.
MISS: MISS REPRESENTATION
Ahead of the Tokyo Olympics, Mattel
rolled out five Barbie dolls that
represented the Games' new sports,
touting the collection as its most
" diverse doll line yet. " But consumers
were quick to notice the absence of
an Asian Barbie. The brand admits it
" fell short. "
[ sampling ]
PLANT-BASED BRAND GOOD CATCH LURKS OUTSIDE SUBWAY
LOCATIONS TO HOOK CONSUMERS ON ITS VEGAN TUNA SUB
Just when we thought Burger King could safely claim its title as the almighty ruler of trolling,
plant-based seafood brand Good Catch Foods gave the fast food company a run for its
money. After reports that Subway's tuna sub doesn't contain any actual tuna DNA, Good
Catch took the opportunity to introduce consumers to its vegan tuna subs. The brand outfitted
" sandwich vans " with Subway-esque branding and " OurWay " logos that mimicked
that of the sandwich chain's and parked outside various Subway locations across New York
City, Austin and London dishing out its free samples. Good Catch the took to social media
to promote the campaign, tagging Subway in each instance and urging consumers to " ask @
subway to go #FishFreeForGood. " The program stirred up so much drama for Subway that
the chain threatened to take legal action against Good Catch... shortly before announcing
that it has new plant-based menu items in the works. We smell a bait and switch.
eventmarketer.com
HIT: BALL'S IN YOUR COURT
Reebok created an AR-powered
mobile tool to help young athletes
develop makeshift basketball courts
using their surroundings. To demo
the tool, the brand created a court
installation using raw industrial
materials, with plans for similar
activations ahead.
MISS: SORRY, NOT SORRY
Canon Philippines is in hot water after
announcing a brand ambassador
program featuring an all-male, allheterosexual
lineup-then responding
to consumer backlash over
perpetuating sexist culture with what
the public is calling a " non-apology. "
Not a pretty picture.
SEPTEMBER 2021 EVENT MARKETER
9

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Event Marketer September 2021

Table of Contents for the Digital Edition of Event Marketer September 2021