Retailer 'Three' Changed Its Name to District Three as a PR Stunt
Laura McQuarrie — November 26, 2014 — Marketing
References: prexamples
To ride on the popular coattails of the release of The Hunger Games: Mockingjay Part 1 in theaters, mobile retailer Three mocked up a temporary name change as part of a PR stunt. This change involved simply tacking on "District" to the front of a store name, turning it into "District Three."
In the Hunger Game Franchise, each of the 13 districts has a type of production that they specialize in and District Three's happens to be electronics, which works out well for Three in this case. Since the brand's identity involves strong black and white graphics, the mock up for the Hunger Games-inspired store includes two bold posters of the three-finger salute, causing people to rely mostly on mostly visual cues to figure out the funny pop culture reference.
In the Hunger Game Franchise, each of the 13 districts has a type of production that they specialize in and District Three's happens to be electronics, which works out well for Three in this case. Since the brand's identity involves strong black and white graphics, the mock up for the Hunger Games-inspired store includes two bold posters of the three-finger salute, causing people to rely mostly on mostly visual cues to figure out the funny pop culture reference.
Trend Themes
1. Temporary Dystopian Branding - Opportunity to create temporary branding experiences that align with popular culture references.
2. PR Stunts - Opportunity to leverage PR stunts as a marketing strategy to generate buzz and engage with customers.
3. In-store Visual Cues - Opportunity to incorporate visual cues and graphics into store design to enhance brand identity and create immersive experiences.
Industry Implications
1. Mobile Retail - Opportunity for mobile retailers to capitalize on popular cultural events by creating temporary branding experiences.
2. Entertainment - Opportunity for entertainment industry players to collaborate with brands for PR stunts that generate excitement and promote their content.
3. Graphic Design - Opportunity for graphic designers to create visually captivating store displays and branding elements that attract and engage customers.
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