Key Takeaway
Anyone looking out had plenty of time to prepare for the excitement and experience surrounding what promised to be several moments of awe that swept across the US in August 2017. Forward-thinking brands cashed in on the event, fueling an entire “eclipse economy”
Talk about looking out – brands rode the wave of “The Great American Eclipse” in big numbers. While many were understandably underwhelmed by the natural event, and others will need time to recover, many turned it into an event to remember – with cities in the “path of totality” finding particular benefits.
Outside Insight
For any brands paying attention, the first coast to coast solar eclipse since 1918 presented a chance to cash in on what promised to be a once-in-a-lifetime experience. While it would be nearly impossible to miss talk of the eclipse itself, those looking at Outside Insight picked up on the opportunity early enough to create a strategy around it. Some have been preparing for upwards of 3 years.
Here are some of the brands that were looking ahead, allowing them to jump on the buzz the moment it hit.
Brands that looked ahead
The “Eclipse Economy”
Some are pointing to the larger economy made possible by natural events such as this, and the addiction they’ve been known to spawn. So-called “eclipse-chasers”- or umbraphiles – can spend upwards of tens of thousands of dollars for the best viewing experience, some traveling regularly around the world to find it. Donald Liebenberg, the current world record holder for time spent in totality, has over 26 eclipses under his belt. Williams Professor Jay Pasachoff has seen 65 individual events.
Social Eclipse
One major difference between this eclipse and the last of its kind in 1918? Social media. Eclipse viewers across the country shared everything about their experiences. How did it look on the web?
