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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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Judge: 23XI, Front Row can’t keep using charters

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Judge: 23XI, Front Row can't keep using charters

CHARLOTTE, N.C. — A federal judge on Thursday rejected a request from 23XI Racing and Front Row Motorsports to continue racing with charters while they battle NASCAR in court, with the teams saying it puts them at risk of going out of business.

The ruling means the teams’ six cars will race as open entries this weekend at Dover, next week at Indianapolis and perhaps longer than that.

U.S. District Judge Kenneth Bell denied the teams’ bid for a temporary restraining order, saying they will make races over the next couple of weeks and they won’t lose their drivers or sponsors before his decision on a preliminary injunction.

Bell left open the possibility of reconsidering his decision if things change over the next two weeks.

After this weekend, the cars affected may need to qualify on speed if 41 entries are listed — a possibility now that starting spots have opened.

23XI, which is co-owned by retired NBA great Michael Jordan, and FRM filed their federal suit against NASCAR last year after they were the only two organizations out of 15 to reject NASCAR’s extension offer on charters.

The case has a Dec. 1 trial date, but the two teams are fighting to be recognized as chartered for the current season, which has 16 races left. A charter guarantees one of the 40 spots in the field each week, but also a base amount of money paid out each week.

Jordan and FRM owner Bob Jenkins won an injunction to recognize 23XI and FRM as chartered for the season, but the ruling was overturned on appeal earlier this month, sending the case back to Bell.

Three-time Daytona 500 winner Denny Hamlin co-owns 23XI with Jordan and said they were prepared to send Tyler Reddick, Bubba Wallace and Riley Herbst to the track each week as open teams. They sought the restraining order Monday, claiming that through discovery they learned NASCAR planned to immediately begin the process of selling the six charters which would put “plaintiffs in irreparable jeopardy of never getting their charters back and going out of business.”

“This is a fair and significant fear; however, NASCAR has agreed that it ‘will not sell any charters before the court can rule on plaintiffs’ motion for preliminary injunction,'” Ball wrote. “Similarly, plaintiffs worry that denying them guaranteed entry into the field for upcoming races could adversely impact their competitive standing, including their ability to earn a spot in the playoffs. Again, a legitimate, potentially irreparable harm. Yet, akin to the sale of charters, NASCAR represents to the court that all of plaintiffs’ cars will qualify (if they choose to race) for the races in Dover and Indianapolis that will take place during the next 14 days.”

Making the field won’t be an issue this weekend at Dover as fewer than the maximum 40 cars are entered. But should 41 cars show up anywhere this season, someone slow will be sent home and that means lost revenue and a lost chance to win points in the standings.

Reddick was last year’s regular season champion and raced for the Cup Series championship in the season finale. But none of the six drivers affected by the court ruling are locked into this year’s playoffs.

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One child dies after coach crashes in Somerset on way back from school trip

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One child dies after coach crashes in Somerset on way back from school trip

One child has died after a coach bringing children back from a school trip crashed and overturned near Minehead, Somerset, police have said.

A major incident was declared after the vehicle, which had 60-70 people on board, crashed on the A396 Cutcombe Hill, between Wheddon Cross and Timbercombe, shortly before 3pm on Thursday afternoon.

The coach was heading to Minehead Middle School at the time.

At a news conference on Thursday night, officials confirmed one child died at the scene.

A further 21 patients were taken to hospital, including two children who were transported via air ambulance. “Several” other people were treated at the scene, they added.

A police officer near the scene of a coach crash in Somerset. Pic: PA
Image:
A police officer near the scene of the coach crash in Somerset. Pic: PA

“This has been an incredibly challenging scene for all emergency services,” Chief Superintendent Mark Edgington said.

“Today’s events are truly tragic, we know the whole community and wider area will be utterly devastated to learn of this news.”

An investigation into what caused the crash will be carried out, he added.

Gavin Ellis, the chief fire officer for Devon and Somerset Fire & Rescue Service, said the coach “overturned onto its roof and slid approximately 20ft down an embankment”.

He praised an off-duty firefighter who was travelling behind the vehicle for helping at the scene, before crews then arrived to carry out rescues “in extremely difficult circumstances”.

“I’m grateful for the tireless effort and actions of the crews in doing everything they could for those who were trapped and as quickly as safely as possible,” he said.

“I’m extremely proud of the efforts that my firefighters took today at this tragic event.”

Eight fire engines were sent to the scene, with two specialist rescue appliances and around 60 fire personnel, Mr Ellis said.

A total of 20 double-crewed ambulances, three air ambulances and two hazardous area response teams were also sent to the scene, a representative for the South Western Ambulance Service said.

Emergency services near the scene in Minehead
Image:
Pic: PA

Ch Supt Mark Edgington said: “Many passengers either sustained minor injuries or were physically unharmed and were transferred to a rest centre.

“Work to help them return to Minehead has been taking place throughout the evening.

“An investigation into the cause of this incident will be carried out.”

Minehead Middle School has pupils aged between nine and 14, and is five days away from the end of term.

‘I don’t have words,’ says local MP

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‘From one mother to another, I feel your pain’

Rachel Gilmour, MP for Tiverton and Minehead, has said the road where the coach crashed is “very difficult to manoeuvre”.

Speaking to Sky News chief presenter Anna Botting, Ms Gilmour said she visited Minehead Middle School recently, where she “met the children and they were full of joy, enthusiasm and were very positive”.

“I know many of their parents,” she said. “I don’t have words.”

Describing the scene, Gilmour continued: “You have a very difficult crossing at Wheddon Cross, and as you come out to dip down into Timbercombe, the road is really windy and there are very steep dips on either side.

“If the coach, as the police are saying, went 20ft off the road, you are literally on a really, really steep bank.”

The MP, whose constituency is partly in Devon and partly in Somerset, said there is a “really, really close community”.

“We will pull together, but it would be crass of me to say to a parent who’s just lost their child that I could make things better, I can’t,” she said.

“All I can say is that from one mother to another, I feel your pain.”

Cutcombe Hill near Minehead, where the accident took place. Pic: Google Maps
Image:
Cutcombe Hill near Minehead, where the accident took place. Pic: Google Maps

Sir Keir Starmer said in a post on X: “There are no adequate words to acknowledge the death of a child. All my thoughts are with their parents, family and friends, and all those affected.

“Thank you to the emergency workers who are responding at pace – I’m being kept up to date on this situation.”

Education Secretary Bridget Phillipson wrote: “It is heartbreaking to hear that a child has died and others are seriously injured following the incident in Minehead earlier today.

“My thoughts are with their friends and families, and all those affected by this tragic event.”

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Elon Musk’s Neuralink filed as ‘disadvantaged business’ before being valued at $9 billion

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Elon Musk's Neuralink filed as 'disadvantaged business' before being valued at  billion

Jonathan Raa | Nurphoto | Getty Images

Elon Musk’s health tech company Neuralink labeled itself a “small disadvantaged business” in a federal filing with the U.S. Small Business Administration, shortly before a financing round valued the company at $9 billion.

Neuralink is developing a brain-computer interface (BCI) system, with an initial aim to help people with severe paralysis regain some independence. BCI technology broadly can translate a person’s brain signals into commands that allow them to manipulate external technologies just by thinking.

Neuralink’s filing, dated April 24, would have reached the SBA at a time when Musk was leading the Trump administration’s Department of Government Efficiency. At DOGE, Musk worked to slash the size of federal agencies.

MuskWatch first reported on the details Neuralink’s April filing.

According to the SBA’s website, a designation of SDB means a company is at least 51% owned and controlled by one or more “disadvantaged” persons who must be “socially disadvantaged and economically disadvantaged.” An SDB designation can also help a business “gain preferential access to federal procurement opportunities,” the SBA website says. 

Musk, the world’s wealthiest person, is CEO of Tesla and SpaceX, in addition to his other businesses like artificial intelligence startup xAI and tunneling venture The Boring Company. In 2022, Musk led the $44 billion purchase of Twitter, which he later named X before merging it with xAI.

Jared Birchall, a Neuralink executive, was listed as the contact person on the filing from April. Birchall, who also manages Musk’s money as head of his family office, didn’t immediately respond to a request for comment.

Neuralink, which incorporated in Nevada, closed a $650 million funding round in early June at a $9 billion valuation. ARK Invest, Peter Thiel’s Founders Fund, Sequoia Capital and Thrive Capital were among the investors. Neuralink said the fresh capital would help the company bring its technology to more patients and develop new devices that “deepen the connection between biological and artificial intelligence.”

Under Musk’s leadership at DOGE, the initiative took aim at government agencies that emphasized diversity, equity and inclusion (DEI). In February, for example, DOGE and Musk boasted of nixing hundreds of millions of dollars worth of funding for the Department of Education that would have gone towards DEI-related training grants.

WATCH: DOGE cuts face congressional test

DOGE cuts face congressional test. Here's a breakdown

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