Eclipse 2017: See All the Kooky, Silly Ways Brands Are Trying to Cash In

From Airbnb to Warby Parker

Warby Parker made protective glasses for the eclipse.
Warby Parker

Millions of Americans today are excited to witness the first total solar eclipse visible across the entire United States since June 1918, so marketers have unsurprisingly been hard at work to make sure brands are a part of the Great American Eclipse.

From drink recipes to camps to moon jokes, see below for some of the many, many eclipse campaigns.

Airbnb and National Geographic

The brands partnered on a contest where winners slept in a see-through geodesic dome in Bend, Oregon Sunday night before meeting with two National Geographic Explorers: Dr. Jedidah Isler, an award-winning scholar who is currently exploring how astronomical events bring people closer together, and Babak Tafreshi, a nighttime photographer and science journalist. 

Airbnb and National Geographic will also have live coverage of the eclipse.

Chiquita Banana

Likely the cutest brand work of the bunch, Chiquita Banana figured out how to make a strange yet fun campaign out of the event.

CNN and Volvo

Create a live ad during the eclipse? Sounds impossible. But that’s what CNN and Volvo are planning to do.

“We wanted to bring the innovation and creativity that Volvo is known for into viewing the eclipse, a once-in-a-lifetime event,” said Volvo’s vp of marketing, product and brand communications Bob Jacobs. See more about how the brand plans to pull it off here.

Corona

Know how to make a pinhole viewer? No? Corona and creative shop Cramer-Krasselt made a cute stop motion video (see it on its Facebook page here) to show you how to make one out of a Corona box. The brand also delivered what it calls “a Corona toast kit” to photographers across the country. The box (see below) includes Corona Extra, eclipse glasses and a countdown clock.

Cracker Barrel

A chain known for its biscuits put a biscuit in front of the sun for a cute social post.

Denny’s

Do pancakes actually look like the moon? A little, sure. That’s enough for Denny’s to offer a $4 all you can eat pancake special.

Dunkin’ Donuts

Nashville-based creative shop RedPepper made a goofy parody of a research and development video for Dunkin’ Donuts using a munchkin (excuse me, moonchkin) and augmented reality.

GE

If you’re in the “path of totality” (where the moon will fully block the sun), you’ll be able to access some of GE’s Snapchat filters.

Google

Google wants to make a film of pictures taken by people during the eclipse to help scientists study it.

Krispy Kreme

The brand is offering its famous glazed donut in chocolate because of the eclipse. The sun is dark so the donut is dark, sure.

Jack in the Box

The fast-food chain has a fun campaign explaining why it wants to send its signature moon hat into space.

Jose Cuervo

If you’re drinking during the eclipse Jose Cuervo made a couple of special eclipse cocktail recipes:

Total Especial Eclipse
2 oz Jose Cuervo Especial
2 oz orange juice
1 tsp grenadine
1/2 oz. charcoal lemonade
Shake tequila and orange juice and pour into a rocks glass over ice. Mix charcoal lemonade and grenadine and slowly pour into the cocktail. Garnish with lime wedge.

Dark Side of the Sun
2 oz Jose Cuervo Especial
3/4 oz lime juice
3/4 oz 1:1 simple syrup
1/2 oz Creme de Cassis
Shake tequila, lime and simple and pour into a rocks glass over ice. Top ice with Creme de Cassis and garnish with a mint sprig and lime wheel.

Malibu Rum

The rum brand wants you to drink and host a “Black Moon Party” for the eclipse.

Royal Caribbean and The Weather Channel

There’s no way marketers were going to let the eclipse go by without referencing Bonnie Tyler and DNCE’s “Total Eclipse of the Heart” but Royal Caribbean took it to another level. Tyler and DNCE will perform the song as the eclipse happens for the cruise chain’s Total Eclipse Cruise guests.

“There hasn’t been a total solar eclipse in the United States since 1979, so we felt like we had to do something extra-special for our guests,” said Jim Berra, chief marketing officer and svp of marketing at Royal Caribbean International in a statement. “That’s why we tapped Bonnie Tyler and DNCE for a ‘Total Eclipse of the Heart’ experience as unforgettable as the eclipse itself.”

Luckily, if you’re not on the cruise, The Weather Channel has partnered with Royal Caribbean to broadcast the performance live.

Warby Parker

The eyewear brand had an easy in with the eclipse: People need to protect their eyes from the sun and there’s no better brand to make protective glasses than one that does that all the time.