Event Marketer Spring 2023 - 8

PLAYBOOK
STUNTS
YOUR SUPERFLUOUS SWAG UPDATE
UNNECESSARY INVENTIONS
SPINNING THEIR WHEELS: POLESTAR
UNVEILS AN ELECTRIC VEHICLE
SHOWROOM MADE ENTIRELY OF SNOW
Automaker Polestar's assets are frozen. They were for a brief time in
Finland, anyway. To make a statement during Arctic Design Week in
February, which highlights responsible design, the brand built an electric
vehicle " snow space " promoting the Polestar 2 EV in Rovaniemi, just a
few miles from the Arctic Circle. And yes, the entire building was actually
made from snow-3,000 cubic meters of it, in fact. The frosty showcase
featured the EV, supplemented by ice sculptures portraying the
car's wheels, suspension and brake discs. Like other Polestar locations,
visitors of the 39-foot-tall igloo had a chance to design a Polestar 2 of
their own, arrange an (arctic) test drive on a nearby course and complete
the sale online. When the venue was dismantled, snow comprising the
structure was returned to the nearby ski resort from whence it came.
(Builder: Frozen Innovation)
Source: Forbes
TIRE ROTATION: NEW YORKERS CATCH
CORVETTE'S DRIFT AS THE BRAND REVS UP
A SPECTACLE IN THE SNOW
We've all seen branded snow stunts before, but Chevrolet upped the ante
to launch the 2024 Corvette E-Ray (the first Corvette to be electrified
and offer all-wheel drive) while demonstrating the vehicle's prowess
in unfavorable weather conditions. The automaker covered New York
City's iconic Rockefeller Center ice skating rink in a thick layer of real
snow, then unleashed a precision driver, who performed spectacular
" cyclone turns " across the environment, showing off the Corvette's
eAWD capabilities. The spectacle drew plenty of onlookers and media
attention in addition to being broadcast live on the " TODAY " show,
and marked both the E-Ray's launch and the 70th anniversary of the
Corvette's debut in NYC. (Partner: MagicSnow)
STUNTS
TOTAL GLOW-UP
Viva Magenta is Pantone's
2023 Color of the Year,
but the company took a
detour into lighter territory
ahead of the Super
Bowl through a collaboration
with Avocados
From Mexico (AFM),
which released its official Pantone brand color in January. Naturally,
the self-titled hue is a greenish-yellow shade that mimics the tones seen
inside a perfectly ripe avocado. And just in time for the big game-the
No. 1 occasion where avocados and guacamole are served and prepared,
according to the brand-AFM launched the Avocado Glow
Collection. Inspired by the new color, the line of kitchen accessories
included a throw pillow, wallpaper, an apron, oven mitts, coasters, a
serving tray and, of course, a guacamole bowl.
WHEN THE DUST SETTLES
If you're a Cheetos lover, you know that the orange dust
inevitably left on one's fingers after chowing down on
the cheesy treats has officially been dubbed " Cheetle. "
The brand even debuted an art installation during Art
Basel Miami in 2021 that was made entirely from the
ingredient. But Cheetle has been taken to new heights,
or at least kitchens, with the introduction of the Cheetos
Duster, the brand's first-ever cooking device. Like a mini
blender, the gadget chops up Cheetos into a fine
dust that can be used for all kinds of culinary escapades.
(To boot, there's an accompanying Amazon
recipe page touting items like Flamin' Hot turkey
legs and chewy Cheetos sugar cookies.) The quirky
tool quickly sold out, but consumers may be able to get their paws on
" Duster drops " in the future.
LET'S TAKE
THIS OFFLINE
For Jameson, St.
Patrick's Day is a
sacred occasion,
so with the holiday
falling on a Friday
this year, the Irish
whiskey
brand
devised the perfect
way for fans to take
some guilt-free
" SPTO " -St. Patrick's Day Time Off-and indulge in some adult beverages.
In the weeks leading up to March 17, Jameson invited consumers
online to build their very own life-sized " Desk Decoy " to serve as an
office stand-in while they celebrated St. Patty's Day away from their
desks. The idea was inspired by a 2022 survey that revealed 61 percent
of people feel guilty for taking PTO. Consumers could customize their
Jameson Desk Decoys by selecting from an assortment of SPTO-inspired
ensembles and uploading their headshot. The cardboard cutouts
cost $17.80 in a nod to the year Jameson was founded, and all proceeds
were donated to the Restaurant Workers' Community Foundation.
8
EVENT MARKETER SPRING 2023
eventmarketer.com
IMAGE CREDITS: POLESTAR
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Event Marketer Spring 2023

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