Heinz is Exploring "Shoppertainment: from Its Halloween Pop-Up
Laura McQuarrie — October 23, 2021 — Marketing
References: prnewswire & specialtyfood
Firework, the world's leading immersive "shoppertainment" platform, is teaming up with Heinz to share a nationally livestreamed Halloween event from the CPG brand's pop-up shop in the Los Angeles area. The first-of-its-kind livestream experience is set to take place from the Heinz Halloween Store in Santa Monica and it speaks to younger consumers and modern families with fun products like the branded Tomato Blood Ketchup for completing costumes.
Also as part of the event, Heinz will be sharing costume-making tutorials, demonstrations and plenty of interactive content.
Thanks to its collaboration with Firework, Heinz is setting itself apart as one of the very first major CPG brands in the United States to sell directly to consumers via a large-scale livestream event.
Also as part of the event, Heinz will be sharing costume-making tutorials, demonstrations and plenty of interactive content.
Thanks to its collaboration with Firework, Heinz is setting itself apart as one of the very first major CPG brands in the United States to sell directly to consumers via a large-scale livestream event.
Trend Themes
1. Immersive Shoppertainment - The integration of entertainment and shopping experiences through immersive technologies presents an opportunity for brands to engage customers in new ways.
2. Livestream Shopping - The rise of livestream shopping provides a new channel for brands to directly reach consumers and showcase their products, especially during events or special occasions.
3. Interactive Content Marketing - The use of interactive content like tutorials and demonstrations in marketing campaigns can increase engagement and brand awareness, particularly among younger audiences.
Industry Implications
1. CPG - Consumer packaged goods brands can leverage livestream shopping and interactive content marketing to sell directly to customers and establish a more direct-to-consumer business model.
2. Retail - The integration of shoppertainment and immersive technology in retail experiences can provide a more engaging and enjoyable experience for consumers, leading to increased foot traffic and sales.
3. Entertainment - Entertainment companies can explore partnerships with brands in shoppertainment to create new revenue streams and reach audiences in innovative ways.
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