Miller Lite Launches Blockchain-Enabled Mobile Game

Miller Lite launched a mobile experience called Great Taste Trivia as part of the latest phase of its nationwide “Know Your Beer” educational program. Utilizing blockchain, the “edutainment” trivia game will appear in select apps, social channels and a geotargeted media buy that reaches users in identified bars and restaurants. Others can play the game via QR codes on posters and additional point-of-sale materials in bars.

Given the need to authenticate and instantly reward trivia game players on-premise, Miller Lite tapped Vatom Labs, a creative platform that tracks activations, engagement and attributes the reward based on those insights to the channel where the user was originally acquired.

The trivia game leverages non-fungible tokens called SmartMedia Objects to deliver an engaging experience within the game with social badges, rewards for vitality and to ensure that the $5 rebate coin gifted to winners can’t be counterfeited.

“Great Taste Trivia allows Miller Lite to extend the success of Know Your Beer into the digital space,” said Lucy Bloxam, associate marketing manager for Miller Lite.

To participate, the game asks legal-age drinkers in over 230,000 bars across the US to enter their email before providing them with 12 multiple-choice questions about beer and Miller Lite. Those who answer all 12 correctly will win $5, instantly transmitted via Paypal. Miller Lite will award 10,000 winners across the US.

Launched in May 2017, Miller Lite’s “Know Your Beer” campaign invited more than half a million drinkers in bars and restaurants to experience blind taste tests. Per MillerCoors data, seven in 10 participants chose Miller Lite over Bud Light. The campaign helped boost sales of Miller Lite for four consecutive weeks and raised sales by 3.3 percent, according to a company blog.

Miller Lite re-launched “Know Your Beer” in 2018 with another round of blind taste test activations that included 500,000 legal-age drinkers. The campaign extended to social, digital videos and OOH ads. 

Walmart And BuzzFeed Partner To Create Shoppable Recipes On Tasty

Walmart partnered with BuzzFeed’s cooking platform, Tasty, to introduce a seamless grocery experience by making over 4,000 in-app Tasty videos shoppable. The new shoppable recipes feature allows customers to add ingredients to their Walmart Online Grocery carts for curbside pickup in over 2,500 stores or at-home delivery from more than 1,100 stores.

The in-app feature, available for iOS app users only, directs shoppers from the Tasty app to the Walmart Grocery app, where they can view their cart and shop ingredients from Tasty’s oddly satisfying videos. Geo-specific capabilities of the app map a recipe’s ingredients to the products available at the closest Walmart location. Users can also swap items within the Tasty app—such as price, brand, quantity and organic—based on dietary preferences.

“More than two-thirds of our audience have made a Tasty recipe and 90 percent of American live within ten miles of a Walmart store, so we’re excited to build upon our partnership with Walmart and provide a new feature that will solve the pain point of grocery shopping and make it even easier for our audience to cook their favorite Tasty recipes,” said Ben Kaufman, BuzzFeed’s chief marketing officer.

The Shoppable Recipes feature is the latest phase of Walmart and BuzzFeed’s partnership. In March 2018, the brands released a kitchenware line collaboration that includes non-stick cookware, bakeware and more kitchen equipment that has sold more than four million units since launching. Walmart said it has plans to launch additional Tasty branded licensed products within its Celebrations, Deli, Dry Grocery and Frozen Meats departments. Walmart’s Q2 2019 earnings revealed that the company’s US eCommerce sales grew 37 percent with strong growth in online grocery, which could explain why it decided to further its Tasty partnership.

Walmart joins a growing list of brands that BuzzFeed has helped innovate products. In October 2018, the media company co-developed a home goods line with Macy’s called Goodful, based on the site’s lifestyle platform. Earlier this year, McCormick Spices also partnered with Tasty on five different Tasty Seasoning Blends inspired by global cuisine, launching McCormick into the ecommerce channel.

“We’re using our rich audience insights to not only develop content but also create lines of products that extend our brands into real life and help marketers solve some of their toughest challenges,” Kaufman told Forbes.

Hootsuite CMO Penny Wilson On Social And Data-Driven Marketing

During this episode of “Marketing Today,” I interview Penny Wilson, the chief marketing officer at Hootsuite, the social media software company that enables users to integrate digital profiles and share scheduled content, run online campaigns, and manage analytics. With a degree in computer science, Wilson offers a unique perspective on social media and marketing that is steered by data. 

Wilson talks about Hootsuite’s growth, going from 10 million users to 18 million users. 

She also offers her understanding of the importance of being customer-first and helping them add value and mature in their social media usage. 

Learn why she believes employees are the most important source of information about a company, reasons why marketing will become not just more personalized but also more permission-driven, and what it takes to increase trust in social media.

Wilson defines the type of marketer she is by stating, “I am very data-driven as a marketer. So, I look for tying whatever I do to the results I can drive.” She highlights her marketing approach by sharing, “I use an acronym called ‘ACE,’…A.C.E. The ‘A’ stands for ‘advocacy.’ The ‘C’ stands for putting ‘customers’ at the center of everything you do, and then the ‘E’ stands for building an ‘ecosystem’ so you can really use the information effectively.” If you need a reason why customer service is key to your company, take Penny’s word for it, “customers have very practical reasons for giving us their attention on social. They have a moment of need. Customer service is typically ranked as the number one reason that they want to talk with a company.” 

Highlights from this week’s “Marketing Today”:

  • Penny Wilson introduces herself and explains her career path. (01:32)
  • How does her degree in computer science impact her marketing work? (04:03)
  • What was Penny’s transition into marketing? (04:37)
  • While at Hootsuite, what has Penny been focused on? (08:11)
  • Penny shares her perspective on the need for companies to use social media. (09:15)
  • What is driving Hootsuite’s growth? (15:09)
  • What advice does Penny have for marketers as it pertains to privacy? (16:52)
  • What does Penny Wilson see as the biggest trends for social media? (18:30)
  • Are there any experiences in Penny’s past that have helped define who she is today? (21:59)
  • What advice would Penny give to her younger self? (25:10)
  • What currently fuels Penny to keep going today? (26:13)
  • Are there any companies, brands, or organizations that Penny Wilson believes marketers should pay attention to? (27:18)
  • What does Penny Wilson feel is the future of marketing? (29:40)

Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.

Coffee Bean & Tea Leaf And Warner Bros. Open Central Perk In Los Angeles

Coffee Bean & Tea Leaf, in partnership with Warner Bros. celebrates the 25th anniversary of Friends by creating an interactive pop-up experience at two Coffee Bean locations in Los Angeles. With the infamous orange couch, the campaign lets the fans quench their thirst and satisfy their Instagram needs, surrounded by the iconic Central Perk decor. 

The pop-ups are taking place in two touristy Los Angeles destinations: West Hollywood and Third Street Promenade in Santa Monica, welcoming the guests from 8 a.m. and 8 p.m. daily until August 23. 

At the coffee houses, the pop-up goers are able to sip on the themed seasonal “The Rachel Matcha Latte,” “The Joey Mango Cold Brew Tea,” “The Chandler Caramel Coconut Latte,” “The Ross Classic Flat White,” “The Monica Midnight Mocha Cold Brew” and, the quirkiest of all, “ The Phoebe Cookies & Cream Ice Blended” drink. 

The drinks are also “dressed” in limited-edition, collectible coffee sleeves that feature one of eight Friends quotes. To test their knowledge in the catch phrases from the show, the fans can even take “Who Said It?” quiz

Besides the themed seasonal beverages, Coffee Bean also offers their customers to pick up Central Perk themed coffees and tea for brewing at home. 

“Members of our team are fans of the show Friends, from casual late-night viewers to full-blown fanatics, and we are thrilled to collaborate with Warner Bros. Consumer Products to celebrate the 25th anniversary of the series,” said Darrin Kellaris, vice president of marketing at The Coffee Bean & Tea Leaf in a press release

Marketing In The Digital Age: How To Close The Leadership Gap

Originally published at AW360 by Lynne Kjolso.

Marketing has always been both a left-brain and right-brain discipline.

From a left-brain perspective, marketing is all about the data and quantification of results and measurement of ROI.

At the same time, marketing is a creative, right-brain pursuit. It’s about storytelling, emotion, connection, and a beautifully crafted message.

But now that we’ve entered the digital age, left-brain marketing activities have become super complex. We’re creating massive volumes of data. The data sources are fragmented. And the technology required to bring it all together involves complicated algorithms and analytics.

It can feel completely overwhelming and out of reach for many marketers. But there is a contingent of marketers who are thriving in the digital age and racing ahead of their competitors.

And they’re coming from companies of all sizes and across all industries.

Introducing the Customer Experience Quotient

Microsoft Advertising, in partnership with Advertising Perceptions, recently studied more than 200 marketers from companies of all sizes and industries. We found that the marketers in this study fell into two camps: those obsessed with understanding the customer decision journey and those focused on driving performance and ROI.

We also found a third camp comprising approximately 20 percent of the marketers in our study who are outperforming everyone else. These marketers are experts in both understanding the customer journey and using that knowledge to market to the customer journey. This expertise is what my Microsoft Advertising colleagues and I call Customer Experience Quotient (CXQ) maturity.

I recently got the chance to talk through this study and the insights we garnered from it at Advertising Week APAC. Here is how I unpacked some of this data and showed how you can improve your CXQ maturity to become a high performer.

Here’s what the high-performing marketers have in common

We discovered that high-performing leaders share three key commonalities that are helping them excel at CXQ marketing: the right talent, the right resources, and the right data and technologies.

  1. High performers use agencies

The first commonality is that they are not doing it alone. They’re engaging outside experts for their data strategy and technology. They’re giving agencies access to first-party data and asking agencies to get third-party data and deliver one view of the customer. Among the agencies we spoke to, 72 percent are getting access to all their clients’ first-party data.

  1. High performers have a designated CDJ lead

The second thing we found is that 91 percent of high performers have someone designated to lead the customer journey effort–and the rest plan to have one in the next year. This role has complete visibility across all customer touchpoints. This person also has the authority to drive decisions and improvements across the customer lifecycle to influence and optimize the customer journey.

  1. High performers prioritize data & technology

Finally, high performers prioritize data and the application of technology. Seventy-eight percent say that combining first- and third-party data is essential. They’re also much more likely to be experimenting with emerging media and are investing heavily in digital media.

Below, I’ll break down what these marketers are doing in terms of data strategy, marketing performance, technology, and privacy and personalization.

High performers inform customer-centric marketing with data

The go-to sources for first-party data for high performers include organic search data, site analytics and site visitor data, CRM data, and call center and ad-serving data. However, high performers realize that only 54 percent of the full customer picture is included in their first-party data and that they need third-party data to see what customers are doing and buying outside their channels. To fill in the gaps, they are looking to third-party data providers, market researchers, location data companies, and data management platforms.

Virgin Australia is a great example of this. They worked with Adobe and Microsoft to bring their first-party data together with third-party data on the Microsoft Advertising Network. As a result, they discovered that the Microsoft audience was willing to spend about 5 percent more, yielding an 18 percent YOY increase in revenue.

High performers are optimizing marketing performance

Seventy-three percent of high performers believe they have an excellent understanding of when their customers are mostly likely to purchase, as compared to just 23 percent of lower performers. High performers are applying data to map the customer journey and using that knowledge to create and personalize customer touchpoints along the journey.

On average, these marketers are enjoying 45 percent greater ROI on ad spend than their counterparts. They are driving sales, aligning purchasing processes to customer preferences, improving shopping experiences, and creating new touchpoints (which generate more insights).

They’re also using this data for dynamic and personalized ad creative and custom recommendations and cross-selling opportunities. Meanwhile, lower performing marketers are still focused on customer/segment targeting, media planning and behavioral insights.

High performers are mastering the right technology

You cannot have effective marketing these days without strong technology enablement. There’s simply too much data. Both high-performing marketers and agencies in our study are using cutting-edge technologies, including artificial intelligence, machine learning, and cloud solutions, to help them map and market to the customer journey.

Cloud solutions

Marketers must be able to combine data sources in the cloud, to action on the data. The top performers in our study are nearly twice as likely to use cloud data solutions. In addition, 73 percent of high-performing marketers are using martech partners, and 68 percent are using data management platforms (DMPs) to implement more sophisticated customer journeys.

One important thing to note is that we found that while agencies are being entrusted with client data, when we compared agencies with marketers in their adoption of cloud technology, we found that agencies have room to improve. While agencies are using DMPs and martech partners more than marketers, just 50 percent of agencies are using cloud data solutions, as compared to 55 percent of all marketers.

Artificial Intelligence (AI)

As a former philosophy teacher, I find AI fascinating. As a marketer, I find it essential. High performers are twice as likely to use AI technologies as low performers. High performers are using AI to help them engage with customers in a more human-like way through chatbots, digital assistants, and cognitive services such as natural language processing and visual recognition.

When we look at the high performers in our study, cognitive services are giving them the biggest bang for the buck, with 88 percent listing cognitive services as delivering an improvement to customer engagement (as compared to just 29 percent of low performers).

Machine Learning 

Machine learning, a subset of AI, is an essential marketing tool. High performers are using machine learning to achieve two times greater sales and revenue lift. Machine learning is helping high performers be more efficient by going through data, detecting patterns, and enabling predictive models. Machine learning also helps to reduce marketing grunt work such as lead scoring and A/B testing.

As we look to the future, 45 percent of high performers intend to increase their use of AI vs. just 10 percent of low performers—a worrisome trend that will widen the competitive gulf.

High performers are protecting privacy and data

Finally, high performers are very concerned about customer privacy and data protection. In fact, high performers are 4.5 times more worried about consumer backlash when it comes to privacy and data protection than their counterparts.

To deal with privacy, 50 percent of high performers have abandoned cookie strategies to rely on first-party data. They are reducing the data that they collect. Also, they’re not afraid to have frank conversations with customers and are up front with what they’re doing with data, why they’re doing it, and how it benefits customers.

So, how are you going to close leadership gap? 

If you boil it down, to be a high performer you’ve got to have a data strategy, you’ve got to have the right technology, and you’ve got to find a partner to help you.

For starters, I recommend that you figure out where you are on the CXQ maturity model. Prioritize the collection and unification of high quality, first- and third-party data. Use smart technologies like the cloud, AI, and machine learning to help you make the most of your data and to create more engaging customer experiences. Look for solutions that have AI and machine learning capabilities built in. Foster trust and protect your brand by doing everything you can to safeguard data and privacy. And remember that you don’t have to do it alone. Rely on partners like Microsoft Advertising to help you.

OkCupid Gives Millennial Indian Daters A Voice In New 360-Degree Campaign

Dating app OkCupid has launched its first 360-degree campaign in India, called “Find My Kind,” to convey Indian millennials’ desire for personal agency when choosing partners. To launch the integrated campaign, OkCupid created a 60-second television spot that follows a man and a woman in their 20s answering questions on the app that defy social norms and peoples’ expectations of them.

The spot opens with the woman gracefully shunning her prospective match in an arranged marriage situation then goes on to show the man dodging a double date setup by his friend. In the end, their answers to questions like “How much do you care about the environment?” and “Do clothes define your character?” yield a 93 percent match on OkCupid leading them to a crossroads named “Something Real” where they meet face to face and lock eyes. 

The “Find My Kind” television spot celebrating authentic connections will air on national channels with a focus on English entertainment and movie channels as well as outdoor and print campaigns in Delhi-NCR, Bengaluru and Mumbai. The campaign will also extend to an all-girl comedy tour across Mumbai, Bangalore and Delhi where stand up acts will explore the lives of millennials who grew up in India and their experiences with dating. To expand the campaign’s message digitally, OkCupid worked with a variety of social influencers and advocates who champion the right to choose their own partner and make their own decisions.

“Today’s single Indian is battling ‘suitable’ recommendations by parents, friends, extended family or matrimonial services that don’t account for personal preferences. At the other end are exploratory dating services that don’t cater to Indian millennials who want a genuine partnership based on shared personal values. OkCupid celebrates people who are expressing their own preferences in this important decision and empowers them to live life on their own terms,” said Shuti Gupta, Brand Manager, OkCupid India.

In 2018, OkCupid launched its “DTF” campaign in the US under the brand’s first CMO, Melissa Hobley. Through a series of out-of-home (OOH) ads, “DTF” aimed to desexualize the derogatory term using ads and phrases that displayed experiences couples could relate to—like “Down to Fall Head Over Heels.” Although the campaign sparked controversy among some major outlets, the brand told AdWeek that it boosted social buzz by 50 percent. 

Dr Pepper Parody Television Show ‘Fansville’ Returns For College Football Season

Dr Pepper announced the return of its parody television show drama, Fansville, for the 2019-2020 college football season with a 60-second video spot that dramatizes football fandom in the fictional town of Fansville. Back for its second season, Fansville will air throughout the football season on ESPN, CBS and FOX via nine unique campaign spots that feature classic television story lines. The series will extend to digital, radio, out-of-home (OOH) advertising and Dr Pepper’s social platforms. 

The second season’s trailer opens with the mayor of Fansville kicking off celebrations of the 150th anniversary tailgate at the town hall. Residents of Fansville are then shown in various real-life situations responding to events that test their diehard love and commitment to football while drinking the official drink of Fansville, Dr Pepper. In response to a gurney being pushed in the emergency room, the doctor exclaims, “Someone get him a Dr Pepper, stat!” On a surprise visit to their son’s college dorm room, a mother and father walk in on their son holding a lacrosse stick, much to their dismay. The son is later shown being arrested for betraying his hometown’s favorite sport of football. The trailer concludes with a girl bellowing in disbelief when her friend tells her she’s switching from football to tech. 

Fans can watch the drama of Fansville unfold every Saturday during the college football season and expect the season finale to air during the National Championship on January 13, 2020. 

Fansville was created to celebrate the commitment of Dr Pepper to both the sport of college football and the fan community. Loyalty, rivalry and competition are inherent to college football, and it is important to us that Fansville leans into those real fan feelings,” said Derek Dabrowski, vice president of brand marketing for Dr Pepper.

The second season of Fansville is part of a variety of Dr Pepper marketing initiatives that tie into the beverage brand’s sponsorship of the College Football Playoff and Presenting Sponsorship of the National Championship Trophy through 2026. This year marks the 11th anniversary of Dr Pepper’s Tuition Giveaway which has so far awarded $10 million to deserving college students.

Marketers Lack Confidence In Adopting New Mobile Tech Features

Marketers don’t feel prepared when it comes to implementing tech features that support mobile advertising, according to a new study from WBR Insights. While consumers are becoming increasingly familiar with technologies like augmented reality (AR), chatbots and mobile pay, 52 percent of respondents said they lack the ability to support these features. 

The findings show that retailers have been slow to adopt features that would improve mobile customer retention. For example, 41 percent of those surveyed said they only have a desktop website whereas 15 percent have all three tools to optimize customer retention—a desktop website, progressive web app and ecommerce app. 

Marketers would be wise to invest in mobile as a sales channel given that 29 percent of respondents said they’re making over half of their sales through mobile and 65 percent make at least a quarter of their total sales through mobile channels. 

As more consumers come to expect a streamlined, personalized shopping experience, retailers are forced to adjust their strategies to include technologies that are on the cusp of becoming mainstream. Still, the data revealed that marketers face challenges in incorporating tech features. When asked how prepared their organization is to roll out artificial intelligence (AI), AR, virtual reality (VR) and voice recognition, only nine percent felt they’re currently able to support these features. Less than half of respondents, namely 39 percent, said they’re close to being able to support these features.

Though marketers are ill-prepared to deliver deeper interactivity via advanced technologies, that’s not to say they don’t see the value that these features will create for customers. Within WBR Insight’s findings is a separate study from Vibes, “How New Tech is Creating Seamless Mobile Shopping Experiences” that shows which technologies are top-of-mind for advertisers. The three technologies that hold the most potential for improving customers’ mobile ecommerce experience, the respondents noted, are mobile payments (60 percent), chatbots/AI (48 percent) and the ability to order with same day delivery of goods and services (47 percent). Similarly, the current most broadly adopted new mobile technology is mobile payments followed by progressive web apps and chatbots/AI. 

As for technology that marketers have no interest in adopting, 63 percent of respondents named biometrics followed by 47 percent citing integration with wearables.

As technology improvement initiatives gain traction, so too do impediments to updating engagement strategies. The most commonly reported challenges that marketers cited when adopting new mobile technology are budget, lack of internal resources and lack of executive buy-in. In addition to budget resources lagging the advancement of mobile strategies, marketers are uncertain about which features to prioritize due to a lack of clarity about what their unique situation requires. 

Given that customers across all generations crave an experience that blends physical and digital, marketers must optimize mobile shopping to replicate a purchase process that closely resembles the shopping experience within a brick-and-mortar store. 

The digital survey was completed by 100 senior retail executives. Offers Giant Sandcastle Sleepover For National Sandcastle Day continues its push for experience-based accommodations by letting guests sleepover in a giant Coney Island sand castle. The three-day promotion corresponds with National Sandcastle Day on August 19 and features the work of Sand Masters star Matt Long.

In celebration of National Sandcastle Day, travelers can book an overnight stay in a mini-mansion built from 50 tons of sand. The “Sand-sion” construction will be overseen by Matt “Sandman” Long, known for his work on the Travel Channel show Sand Masters.

Booking opens on August 21 and guests can stay on August 23 or 24. The sandcastle accommodations were designed to look like a modern mansion that stands eight feet tall and 18 feet long and wide. The travel package includes dinner for two on the Coney Island Boardwalk, sunrise beach yoga and VIP passes to Luna Park, where the sandcastle is located. has priced the package at $29 per night as an homage to the 29th Annual Coney Island Beach Sand Sculpture Competition taking place on August 17.

The travel brand cited a 2019 study finding that 43 percent of travelers want to stay in an accommodation type they’ve never experienced before. The study was commissioned by and independently conducted among nearly 54,000 respondents across 321 markets.

The Sand-sion promotion is a continuation of recent campaigns that send guests to unusual sleepover locations. In March, the brand partnered with Madame Tussauds to offer a $99 “Ultimate Slumber Party with the Stars” package. The trip included VIP entry, dinner, snacks, breakfast and a “selfie butler” to make sure guests always looked their best for social media photo ops.

Last October, offered an exclusive one-night stay for two inside The San Francisco Dungeon, located in Fisherman’s Wharf. The Halloween-themed experience included dungeon-themed pajamas, snacks, as well as interactive activities like a bedtime ghost story and  “witching hour” séance.

Travel activities, which includes tours, activities and events, is the third-largest segment in travel, according to Deloitte, accounting for 10 percent of global travel revenue. Revenue generated by travel experiences is expected to reach $183 billion by 2020.

Several brands have taken advantage of National, International and internet holidays by creating themed experiences. For National Caramel Day last April 15, Werther’s partnered with Hasbro to create a life-sized Candyland game board at the Santa Monica Pier.

Pabst Blue Ribbon created its own holiday, but not for their beer. May 7 was declared the first National Mural Day in the U.S. which included a mural outreach program and artist partnerships.

Amazon Unites California Businesses On ‘Maisel Day’ To Offer 1959 Prices

Amazon teamed up with local businesses in Santa Monica, California to offer 1959 prices from $40 hotel rooms to gas for 30¢ a gallon. The August 15 activation created awareness for The Marvelous Mrs. Maisel ahead of the 71st Emmy Awards, for which the show received 20 nominations.

Nostalgia marketing is in full swing across a myriad of brands, but instead of reminding millennials of the 90s, Amazon went back much further to 1959—the setting of its award-winning show, The Marvelous Mrs. Maisel.

Maisel Day” invited consumers to “experience 1959 for one marvelous day” at 28 participating businesses, each offering steeply discounted products or services based on the prices of the era. Participating fans enjoyed 51¢ movie tickets, $2 makeovers, Reuben sandwiches for 59¢ and more, while Chevron’s gas for 30¢ a gallon literally brought traffic to a halt. 

The activation inspired social media posts of users’ discounted finds, women donning their 1950s best to participate and overall praise for the show. Others lamented that Maisel Day prices weren’t being offered nationwide.

It’s no coincidence that Aug 15 also happened to kick off the final round of Emmy voting. The Marvelous Mrs. Maisel won the Emmy in 2018 for Outstanding Comedy Series, an honor for which it has been nominated again.

Amazon used a similar marketing strategy, although on a smaller scale, to promote the show’s season two premiere in December. The company recreated New York’s historic Carnegie Deli in a pop-up activation to offer discounted sandwiches. The famous deli closed in 2016 but for one day, guests in Lower Manhattan could imagine what it was like to dine there in 1958, as resurrected by the Carnegie Deli owners and The Marvelous Mrs. Maisel production team. 

All proceeds from the Carnegie Deli activation were matched by Amazon and donated to The Lower Eastside Girls Club (LESGC). The inclusion of a deli in both promotions corresponds with moments in the show in which characters dine and write jokes in the iconic Stage Deli, which closed in 2012.

Amazon frequently uses experiential marketing to promote its original content. For the release of Good Omens, Amazon erected Instagram-worthy sets around SXSW and filled the streets with actors dressed as various characters in the apocalyptic tale including nuns, angels and demons.