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A major marketing expert claimed that Stanley unleashed a “perfect storm” of viral marketing with social media monolith TikTok to get consumers crazy for its 40 oz. Quencher mugs. 

Victor Lee, the president of marketing consulting group Advantage Unified Commerce, recently spoke to Fox News Digital about how the company used the social media platform to snag the attention of millions of Americans and get them to buy its tumbler dubbed the “Stanley Cup” by fans. 

The strategy netted the company ten times its usual annual profits in just a short period of time and made legions of consumers ravenous for the product.

The expert called Stanleys entrance into the viral marketing space “brilliant,” especially for being able to take something as innocuous as a water bottle and turn it into a must-have product.

The Stanley Cup craze has been in overdrive in recent months, evidenced in viral videos showing consumers buying up store shelves of the product within minutes, and weeping for joy after getting them for Christmas.

The craze has become so prevalent that headlines have been made aboutparents telling bulliesto lay off their kids for not having an official Stanley tumbler.

Lee began by discussing the current social media landscape and how the tumbler company was able to use it to its advantage.

The expert mentioned how the current way to win the social media race is by doing the best at leveraging the attention of the platform users for the company or influencers benefit.

“Your phone is now saying, if I have five minutes to your attention, where do you want to go? And wherever you tap to, that’s who wins,” he said. “And if they don’t give you enough good stuff to occupy five minutes, you know you’re shutting that app off or that site off, and you’re going to another button, and you’re hitting it. That’s the race.”

He noted, “Who wins the race is what they did with your attention. And I think this is where TikTok fell into” Stanleys plans. 

The expert further detailed how TikTok, compared to other social media platforms, is best equipped to trigger audiences into a reaction, including buying products.

Providing an example, he said, “TikTok is very well known for, I’m going to throw a random challenge. Go do it. Go run and jump into that swimming pool. Go hop the fence or do this. And there’s a lot of other controversial stuff.”

He also referenced the growing “#TikTokMadeMeBuyIt” trend thats been sweeping the platform. The hashtag currently boasts 86.6 billion views and counting on all videos related to it. The trend involves users showing off the products theyve bought while scrolling the app, which seems to drive more marketing and sales for the products depicted.

This almost compulsive virality combined with product placement means “now there’s real business implications” for these social media platforms, Lee said, before adding that Stanley taking advantage of this dynamic “was the perfect storm.”

“I would say they absolutely defined a moment of time and succeeded in it,” the expert declared. 

Explaining how the company did this specifically, Lee noted that Stanley relied on a mixture of factors, including TikToks platform, and Stanleys knowledge of its audience.

He said, “It’s not all luck, its not all strategy. Its a fine mix of it. But it’s also a conviction of knowing where an audience is, in this case social media and TikTok specifically, and then allowing multiple adjacencies.” 

Providing examples, he continued, “Like you started innovative with an influencer, if you want to call it innovative, then you went into TikTok. Suddenly it’s like, Well, what’s the other adjacency? Well, is this audience also a Target audience? More Target than probably other retailers? Are they a Starbucks audience? More Starbucks than other coffee? Let’s go there.”

Stanley marketed its cups with both Target and Starbucks. The Target exclusive Stanley Quencher made news after viral video showed customers at a Target in El Paso allegedly buying up the stores entire stock within minutes. Lee said the brand partnership itself was a “traditional” strategy rather than “innovative” on its own, but then combined with the design of cups and TikTok marketing, thats where it become innovative. 

He said, “But they struck it where it is innovative. It is the big Stanley Cup, giant one. It is colored. It is exclusive. It is that. So that’s their innovation, which fits.”

Continuing, Lee discussed how social media, particularly TikTok, has been utilized by Stanley and other companies to generate a connection between the consumer and the product they see on their favorite influencers’ channels for example.

Mentioning his experience as the head of Hasbros digital marketing, he said, “During that time the craze in our world was the unboxing of toys. Why would a five-year-old kid watch an hour of YouTube of somebody opening up a toy? And what we found out is there’s a psychological effect of surprise, I have something, and it’s open, and there’s a connection to like, Christmas, of opening something up. And that to them just captured their attention.” 

He added that TikTok presents the current form of that. “Now you fast-forward it six, ten years later. What is that? Well, there’s entertainment value TikTok is a massive entertainment value of that.”

Lee added that TikTok is having a “double effect” on users. “Were we interesting? And did you do something? And I think that’s the magic intersection that people aren’t talking a lot about,” he said. 

Noting how marketing products benefits from this connection established between users and social media, he said, “Social media was always passive. I get to watch something, I get to engage, I get to feel that if there’s a celebrity involved, that I am closer to them than if I see them in their natural environment, on TV or in a movie. And social allows me a glimpse of their real life. Now, if I happened to start buying something from them, it makes me a tighter connection.”

“Because social feels more intimate and I’m closer to you and if I trust you it’s a perfect storm, is whats happening.”

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Entertainment

Gary Lineker says ‘right time’ to leave Match Of The Day as he hints of changes to show’s format

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Gary Lineker says 'right time' to leave Match Of The Day as he hints of changes to show's format

Gary Lineker has said it is “the right time” to leave Match Of The Day and hinted the BBC could change the format of the Premier League highlights show.

The 63-year-old will step down as host at the end of the season and described his time on the show as an “absolute joy and privilege”.

Speaking on his podcast, The Rest Is Football, he said: “It has been an absolute joy and privilege to present such an iconic show for the BBC.

“But all things have to come to an end.”

Lineker went on to say the broadcaster enters a new three-year deal to host top-flight highlights, and that to stay on for another 12 months “would be a bit weird”.

“I think the next contract they’re looking to do Match Of The Day slightly differently, so I think it makes sense for someone else to take the helm.

“I bowed out in my football career when I felt it was the right time. I feel this is now the right time.”

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Lineker refused to speculate who would be taking his place, as rumours grew around Mark Chapman, the regular Match Of The Day 2 presenter, Football Focus host Alex Scott, and BBC sports coverage presenter Gabby Logan.

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“Obviously I don’t know who it’ll be, and I would never tell publicly my preference, I don’t think that’d be the right thing to do – but whoever it is, I would say be yourself,” he said.

“I had to fill the ginormous shoes of certain Des Lynam.

“…I would say just be yourself and enjoy it, it’s a wonderful programme to be a part of. It was brilliant before I took over, and it will be brilliant after I leave.”

Lineker pictured with former MOTD host Des Lynam in 2009. Pic: PA
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Lineker pictured with former MOTD host Des Lynam in 2009. Pic: PA

Lineker has hosted Match Of The Day since 1999 and will have presented the show for more than a quarter of a century when he leaves in May 2025.

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He will continue with the MOTD Top Ten podcast alongside his podcast, which also features BBC pundits Alan Shearer and Micah Richards.

The former England striker has been the BBC’s highest-paid on-air talent for seven consecutive years and was estimated to have earned £1.35m in the year 2023/24.

The BBC said future plans for Match Of The Day would be “announced in due course”.

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Business

UK economy grows by 0.1% between July and September – slower than expected

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UK economy grows by 0.1% between July and September - slower than expected

The UK economy grew by 0.1% between July and September, according to the Office for National Statistics (ONS).

However, despite the small positive GDP growth recorded in the third quarter, the economy shrank by 0.1% in September, dragging down overall growth for the quarter.

The growth was also slower than what had been expected by experts and a drop from the 0.5% growth between April and June, the ONS said.

Economists polled by Reuters and the Bank of England had forecast an expansion of 0.2%, slowing from the rapid growth seen over the first half of 2024 when the economy was rebounding from last year’s shallow recession.

And the metric that Labour has said it is most focused on – the GDP per capita, or the economic output divided by the number of people in the country – also fell by 0.1%.

Reacting to the figures, Chancellor of the Exchequer Rachel Reeves said: “Improving economic growth is at the heart of everything I am seeking to achieve, which is why I am not satisfied with these numbers,” she said in response to the figures.

“At my budget, I took the difficult choices to fix the foundations and stabilise our public finances.

“Now we are going to deliver growth through investment and reform to create more jobs and more money in people’s pockets, get the NHS back on its feet, rebuild Britain and secure our borders in a decade of national renewal,” Ms Reeves added.

The sluggish services sector – which makes up the bulk of the British economy – was a particular drag on growth over the past three months. It expanded by 0.1%, cancelling out the 0.8% growth in the construction sector

The UK’s GDP for the the most recent quarter is lower than the 0.7% growth in the US and 0.4% in the Eurozone.

The figures have pushed the UK towards the bottom of the G7 growth table for the third quarter of the year.

It was expected to meet the same 0.2% growth figures reported in Germany and Japan – but fell below that after a slow September.

The pound remained stable following the news, hovering around $1.267. The FTSE 100, meanwhile, opened the day down by 0.4%.

The Bank of England last week predicted that Ms Reeves’s first budget as chancellor will increase inflation by up to half a percentage point over the next two years, contributing to a slower decline in interest rates than previously thought.

Announcing a widely anticipated 0.25 percentage point cut in the base rate to 4.75%, the Bank’s Monetary Policy Committee (MPC) forecast that inflation will return “sustainably” to its target of 2% in the first half of 2027, a year later than at its last meeting.

The Bank’s quarterly report found Ms Reeves’s £70bn package of tax and borrowing measures will place upward pressure on prices, as well as delivering a three-quarter point increase to GDP next year.

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US

RFK Jr chosen as Donald Trump’s health secretary – as president-elect says he will do ‘unbelievable things’

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RFK Jr chosen as Donald Trump's health secretary - as president-elect says he will do 'unbelievable things'

Donald Trump has chosen vaccine sceptic Robert F Kennedy Jr as his new health secretary and said he will do “unbelievable things”.

The news was announced by Donald Trump Jr on X, before the president-elect confirmed the appointment just moments later.

Former Democrat RFK Jr, the nephew of former president John F Kennedy, had been running as an independent presidential candidate but dropped out of the race and endorsed Mr Trump in August.

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From August: Kennedy family criticises RFK Jr after Trump endorsement

In return for Mr Kennedy’s support during the election, president-elect Trump pledged to give him a “big role” – and RFK Jr’s preference for the health position was widely reported.

Mr Trump spoke on Thursday night at a gala, hosted at his Mar-a-Lago retreat in Florida, which included tech billionaire Elon Musk and actor Sylvester Stallone.

Directly addressing RFK Jr, who was in the audience, Mr Trump said: “We want you to come up with things… and ideas… and what you’ve been talking about for a long time. I think you’re going to do some unbelievable things. Nobody’s going to be able to do it like you.”

The health and human services (HHS) department includes the Food and Drug Administration, the Centers for Disease Control and Prevention, Medicare, Medicaid and the National Institutes of Health.

RFK Jr will “restore these Agencies to the traditions of Gold Standard Scientific Research, and beacons of Transparency, to end the Chronic Disease epidemic, and to Make America Great and Healthy Again,” the president-elect wrote on X.

Donald Trump and Robert F Kennedy Jr in October during the presidential campaign. Pic: Reuters
Image:
Donald Trump and Robert F Kennedy Jr in October during the presidential campaign. Pic: Reuters

Mr Trump added: “For too long, Americans have been crushed by the industrial food complex and drug companies who have engaged in deception, misinformation, and disinformation when it comes to Public Health.

“The Safety and Health of all Americans is the most important role of any Administration.”

Mr Kennedy is a known vaccine sceptic who has repeated misinformation on multiple occasions, including the discredited theory that childhood immunisations cause autism.

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The RFK Jr-led health department will “play a big role in helping ensure that everybody will be protected from harmful chemicals, pollutants, pesticides, pharmaceutical products, and food additives that have contributed to the overwhelming Health Crisis in this Country,” the president-elect added.

Earlier, his son Donald Trump Jr was the first to confirm the appointment, writing on X: “Robert F Kennedy Jr will be The Secretary of Health and Human Services! Promises Made Promises Kept.”

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When Trump met Obama and Biden

RFK Jr’s position will need to be confirmed with a Senate vote – but even with the chamber under Republican control, his appointment may face opposition because of his views on health issues.

Before Mr Trump announced his choice, Mr Kennedy had already claimed the new president would push to remove fluoride from drinking water on his first day in office. The addition of the compound has been cited as helping to improve dental health.

The department RKF Jr is hoping to oversee has more than 80,000 employees across the United States.

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