GE revives the moon boot — on Snapchat
If you’ve ever wanted to do the moonwalk but lacked the moves of either Buzz Aldrin or Michael Jackson, GE’s got your back.
It turns out the company that builds microwaves, circuit breakers and solar panels was also behind the silicon rubber that went to the moon — in shoes worn by Aldrin, Neil Armstrong and Michael Collins.
Now, the company, along with JackThreads and Android Homme, is letting shoe fans lace into history with a special-edition, super-material sneaker that it will release next week to celebrate the 45th anniversary of the lunar landing.
The sneaker, called The Missions, will go on sale on the JackThreads website Sunday at 4.18 p.m., the exact time the Apollo 11 lunar module touched down on the moon. But you better move faster than a Saturn V rocket: Only 100 pairs are up for sale, priced at $196.90, a nod to the year of the launch, 1969.
To promote the sneaker, GE will reveal a 360-degree look at the boot via its brand-new Snapchat account Wednesday. Then, it will get Buzz Aldrin, the second man on the moon, to take over the account for a couple of hours.
“We are always looking for new ways to talk about science and technology and innovation,” Sydney Lestrud, manager-digital global marketing, told Digiday. “We wanted to think about using commerce and retail as a marketing platform, and then connect the trend of material engineering in fashion to the individual.”
GE has been on a mission of its own recently, trying to simplify its gargantuan operations and translate them into everyman-speak. “From a business standpoint, it helps us to be able to increase awareness of the GE brand, but also increase familiarity with all the things it does as a company,” said Lestrud. “We’re known as an appliance company or as a lighting company, so we need to be able to spread awareness of our innovation and our work.”
GE is one of the few companies that have managed to make waves on new social platforms. Last year, it won accolades for #SixSecondVines, a social media campaign where it enlisted Vine celebs to show you six-second looping videos featuring science experiments.
The company has also invested quite a bit of its presence on Tumblr, where it focuses on inspirational, science-oriented content, as well as Pinterest and Instagram.
Those robust social channels (GE has 171,000 followers on Instagram and 245,000 followers on Twitter) will come in handy when the company starts using them to get people to follow it on Snapchat (@generalelectric), ahead of tomorrow’s reveal. Aldrin’s own Snapchat Story will be available for 24 hours starting midday Wednesday. On Sunday, GE will launch a second phase of the campaign that will ask fans to submit their own reenactments of the “first steps on the moon” via Vine and Instagram.
‘I was actually relieved to get fired’: Confessions of a burned out brand salesperson
To combat burnout, employers across the industry have rolled out numerous policies. Still, employees say intense workloads continue to push them to the limit.
Understanding Google’s FLoC replacement Topics, and its unanswered questions
While privacy advocates are saying this doesn't go far enough, advertisers may think this won't be targeted enough.
Why Turkey is becoming the Silicon Valley of mobile gaming
Turkey’s gaming industry is mobile-first; few, if any, Turkish game developers focus on major console titles. Unlike console developers, who can spend years fine-tuning their games, mobile game developers are able to follow a spray-and-pray strategy, cranking out scores of mobile titles until one catches on.
SponsoredHow online commerce platforms can deliver safer shopping experiences
Marni Levine, vice president, commerce operations, Meta In the wake of the pandemic, commerce underwent a rapid shift online, exponentially accelerating and forcing businesses of all sizes to adapt. Now moving into 2022, these trends will only continue as people have grown accustomed to shopping online more for all their needs. According to a PwC […]
Google readies new interest-based advertising in next phase of Privacy Sandbox experiments
Google is trialing a new proposal in its Privacy Sandbox initiative called 'Topics' which it claims will facilitate interest-based advertising long after it sunsets third-party cookies in its Chrome browser in 2023.
Member ExclusiveMarketing Briefing: ‘Bad behavior is positively rewarded’: Why brands continue to push the line on social posts
But recent posts, like Pabst Blue Ribbon’s sexually explicit tweet that got its social media manager fired as well as brands like Ruggables, Hellman’s mayonnaise and Peacock, among others, jumping into TikTok’s West Elm Caleb trend on TikTok have some in the industry questioning were the line is when it comes to standing out or going too far on social media.