Maybe it’s the alchemy of the sun and moon colliding. It could be because April is climate month, or simply due to a true celestial pull. However obscure the motivation, it’s clear that the 2024 solar eclipse has officially taken over consumers hearts, minds and brand marketing budgets.
With historical records dating back to 3340 B.C.E., solar eclipses have long held a mythic lore combined with inspiration across science, art, and cosmic exploration. On April 8th, 2024 an estimated 32 million people will be able to view the solar eclipse without leaving their city, which Consumer Insights & Innovation Strategist Lisa Miller predicts has the power to become a multi-billion dollar revenue generating event.
Smart brands are getting behind this opportunity with Moonpie launching solar eclipse kits to augment their social media campaign (see video above). Krispy Kreme is crafting eclipse themed donuts and Sunchips will offer fans access to limited edition flavors exclusively during the 4 minute window of the eclipse.
However, commemorative eclipse products and partnerships aren’t limited to the food industry. With a significant number of US states in the path of totality preparing for high impact traffic to and from optimal viewing spots, accessibility issues are being taken into account and tech solutions for virtual and immersive viewing are cropping up.
Google developed an animation sequence that models the eclipse on their homepage, while astronomers Wanda Díaz-Merced, and Allyson Bieryla teamed up to bring the sensation of the eclipse to the blind through The LightSound device. AT&T’s declaration on their website that they are “working to keep customers connected during this year’s total solar eclipse,” is another recognition of how the moon’s journey between the sun and Earth while powerful will hopefully not interrupt communications and technology capabilities.
Whether viewers are taking in the eclipse on their own or at viewing parties, Vogue and New York Times fashion editors have assembled their take on what to wear, with no shortage of statement pieces featuring style inspiration from the skies. In a departure from his better-known suit and tie look, Bill Nye the Science guy even made the cover of Time Out New York, in full eclipse regalia, encouraging New Yorker’s to make the pilgrimage towards the path of totality.
As marketers, the solar eclipse is a welcome break from the predictable holidays and influencer driven awards events cycle. It offers the ability to respond to a rare, natural occurring moment, complete with a low overhead and high wow factor. A unique confluence of possibility that seasoned creatives, content and product innovators can’t help but respond to.
The brief is simple, incorporate your brand in an authentic way in celebration of a phenomenon that unites humans as they take a pause to reflect upon their place in the solar system. It’s the stuff of marketing dreams, the ability to connect with audiences, while memorializing a shared experience that salutes the magic of nature. And by the time consumers remove their ISO-compliant glasses, user generated solar eclipse chatter will dominate the feeds of every social media channel brands are already fighting to get ahead on.
Spotify playlists and iPhone filters aside, the solar eclipse presents a special window for forward thinking brands and businesses to harness a targeted conversation with audiences in the midst of shared reset, while participating in the sense of wonder that holds consumer attention across market segments with a larger then life impact.