In this simple example, Google used the eclipse as a chance to show off the impressive capabilities of Google Earth. Through a Twitter video, the tech giant outlined “the path of totality” and locations along the way using the tool then included a link to explore more.
Known for its classic original glazed doughnuts, Krispy Kreme is debuting a special treat in honor of this year’s eclipse -- chocolate glazed original doughnuts. Like the sky, the tasty tributes are “going dark” on August 19-20th in the U.S. and Canada.
If you’ve been keeping up with the media’s eclipse coverage, only a small portion of the country will experience a full eclipse this week. Taking advantage of the rare travel opportunity, Southwest Airlines has identified its flights that will most likely experience the most effect.
On them, customers can enjoy “commemorative flare” including special viewing glasses, cosmic cocktails, and the staff will be posting updates on social media.
Taking more of a creative gamble, Malibu Rum, news jacked the eclipse on Twitter with some clever positioning and copy. While you’re taking a minute to enjoy the eclipse, enjoy it with a Malibu in hand, the brand suggests. If you’re not, like anyone staring directly into the sun -- you’re doing it wrong.
With a total eclipse, inevitably comes talk of the safest way to view it. It’s only fitting that an eyewear company like Warby Parker chime in.
Using a stylish landing page and fun music video, the brand educated its audience on the solar phenomenon, noting “While your Warby Parker glasses and sunglasses are powerful tools, always remember: They do not hold up to the almighty force of the sun’s rays for direct eclipse viewing…” then offering a free template for creating your own viewer.
In addition to this, the brand also hosted a Facebook contest to win a trip to Nashville and see the eclipse in its totality.
9. Dunkin Donuts: Munchkin Projector
Not feelin' Warby's template? Try this Dunkin Donuts alternative. In this creative how-to video seen across Twitter and Instagram, Dunkin teaches its patrons how to turn one of its munchkins donut hole boxes into a handy projector.
Stepping away from the food industry for a moment, Volvo and CNN will team up to air their first-ever live ads on the news networks digital and social channels, during the eclipse.
As reported by AdAge, “Volvo and CNN’s in-house branded content studio Courageous developed the effort, with the ads using four cameras in different locations around the country filming influencers talking about the solar event while it happens….Each will arrive at an eclipse viewing location in a 2018 Volvo XC60 equipped with 4K VR and 360-degree cameras to capture the commercial.”
Last, but not least, passengers aboard Royal Caribbean’s Oasis of the Seas will take in the total eclipse at sea on Day 2 of their voyage, complete with “celestial activities” including a concert from multi-platinum selling band, DNCE, and 80s pop icon, Bonnie Tyler.
Buzzfeed reports, the star will indeed be performing her hit “Total Eclipse of the Heart” -- and the moment fans have been waiting 34 years for will have finally arrived!
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