How Brands Are Using Today's Solar Eclipse to Eclipse One Another

The total solar eclipse will not just be playing out in the sky today. Brands are taking to social media in an attempt to eclipse one another in their marketing efforts as well. Everyone from Denny's and Dunkin Donuts to Royal Caribbean and Volvo are attempting to get in on the action. But Royal Caribbean,Warby

The total solar eclipse will not just be playing out in the sky today. Brands are taking to social media in an attempt to eclipse one another in their marketing efforts as well.

Everyone from Denny's and Dunkin Donuts to Royal Caribbean and Volvo are attempting to get in on the action. But Royal Caribbean, Warby Parker and The Weather Channel are ahead of the curve, and have been seeing the most engagement from their eclipse-themed promotions, according to marketing technology company Amobee.

People use solar film to photograph the first annular eclipse seen in the U.S. since 1994 on May 20, 2012 in Grand Canyon National Park, Arizona. Getty

Amobee analyzed engagement around the digital content that these brands have put out relating to the eclipse, and also found that all three of these brands also integrated Bonnie Tyler's 80's hit Total Eclipse of the Heart into their messaging in some way. 

Royal Caribbean, for example, is offering a one week cruise during which Bonnie Tyler will sing her 80's hit song "Total Eclipse of the Heart" during the actual Eclipse, while Warby Parker released a music video of "Total Eclipse of the Heart," rewriting the lyrics to explain the solar eclipse. It is also offering free solar eclipse glasses at all of its 57 locations.

"The early brand winners of the solar eclipse had been Royal Caribbean and Warby Parker, in large part because both companies recognized the marketing value in a 34-year-old pop song," said Jonathan Cohen, principal brand analyst at Amobee. "With so many brands competing for the audience’s attention around the eclipse in such a condensed period of time, understanding what associations are connecting is key."  

Advertisement

Here's a look at what Warby Parker, Royal Caribbean and other advertisers are doing for the eclipse:

ncG1vNJzZmivp6x7o8HSoqWeq6Oeu7S1w56pZ5ufony0u8uaqWadk6G2sb%2FEZmlpaWditbDDjJupmqaUqHqivsRmrKyhnpx6tbvDmrCsZaOkuaK%2BjJ6apaGgqLJuwM5mnJykmaXApnnOp5xmmZ6kwamx0WZpaWlnYoU%3D

 Share!