In a surprising turn of events, McDonald's found itself at the center of a TikTok frenzy. The unexpected viral trend featuring the nostalgic Grimace shake has catapulted the brand into the social media spotlight, demonstrating the power of user-generated content.
What's New:
TikTok has proven once again its unrivaled prowess for viral content generation. This time, McDonald's Grimace shake is the star, thanks to content creator Austin Frazier, who initiated a trend where users act out dramatic, even horrifying, reactions to the vibrant milkshake. Without even lifting a finger, McDonald’s has ridden the wave of this trend, experiencing an unprecedented boost in social media presence and reach.
Why It Matters:
This high-voltage internet phenomenon underscores the fascinating power dynamics of social media platforms in shaping and catapulting brand narratives. McDonald's deft handling of this unexpected publicity blitz, from reintroducing Grimace to subtly integrating the character into their social media branding, stands as a prime example of how companies can seize unforeseen opportunities to boost their brand visibility in today's fast-paced digital world.
Why You Should Care:
This wild ride on the 'Grimace shake' rollercoaster illuminates the potential of user-generated content in propelling your brand to unforeseen heights. By embracing spontaneity and riding the tide of organic trends, businesses can tap into a new level of brand relevance and public engagement. The digital landscape is constantly evolving, and being ready to pivot and harness the power of these viral phenomena could be the difference between standing out or being left behind in the crowd. The McDonald's Grimace shake saga, with its mix of nostalgia and digital-age creativity, is a perfect illustration of this.
Credit: https://www.forbes.com/sites/conormurray/2023/07/12/mcdonalds-credits-peak-absurdist-gen-z-humor-for-grimace-shake-tiktok-trend/?sh=15575a146846 (Murray)
FTC Appeals Ruling on Microsoft's Activision Blizzard Acquisition Amid Antitrust Concerns
The Federal Trade Commission (FTC) has lodged an appeal against a federal judge's ruling that permitted Microsoft's $68.7 billion acquisition of gaming publisher Activision Blizzard. The move comes in the wake of the FTC's failed bid to secure a preliminary injunction to block the deal.
What's New:
The FTC first attempted to obstruct the acquisition in December, citing concerns over potential anti-competitive practices. Despite Microsoft's assurances that the merger would lead to wider game availability, the FTC worries that Microsoft could restrict some games to its own consoles or degrade the gaming experience on rival services. However, Judge Jacqueline Scott Corley of the U.S. District Court for the Northern District of California ruled in favor of the two companies, prompting the FTC's appeal.
Why It Matters:
The FTC's appeal signifies ongoing antitrust scrutiny in the tech sector, reflecting broader concerns about market concentration and the potential for anti-competitive behavior. The Microsoft-Activision deal is one of the largest in the gaming industry's history and could have profound implications for the sector's competitive landscape. If successful, the FTC's appeal could delay or potentially upend the merger.
Why You Should Care:
For gamers and industry professionals alike, the outcome of this appeal will shape the future of the gaming industry. If the acquisition proceeds as planned, it could significantly augment Microsoft's gaming portfolio, with potential repercussions for game availability and competition within the sector. On the other hand, if the FTC's appeal is successful, it could signal a more aggressive regulatory stance on tech mergers and acquisitions, possibly affecting future consolidation in the industry. As such, stakeholders should closely follow developments in this case.
Credit: https://www.cnbc.com/2023/07/12/ftc-says-it-will-appeal-to-block-microsoft-activision-deal.html (Novet)
Hard Rock International and Lionel Messi Join Forces for a Signature Menu Addition – The Messi Chicken Sandwich
Hard Rock International has announced a new partnership with soccer superstar Lionel Messi to introduce a special menu item, the Messi Chicken Sandwich. This unique collaboration, which sees the merging of the hospitality sector with the sporting world, coincides with Messi's much-anticipated debut in Major League Soccer with Inter Miami CF.
What's New:
Inspired by Messi's love for milanesa, a dish native to his home country, Argentina, the Messi Chicken Sandwich brings a taste of South America to the Hard Rock International menu. The sandwich, composed of a Milanese-style chicken breast, melted provolone cheese, herbed aioli, fresh tomatoes, arugula, and served on a toasted artisan bun, is set to become a star attraction on the Hard Rock menu.
Why It Matters:
The collaboration between Hard Rock International and Lionel Messi exemplifies a growing trend in the hospitality industry – personalized branding with iconic personalities to elevate brand recognition and engagement. Messi's influence transcends the football field, bringing a unique brand power to the table. By associating with a globally recognized figure like Messi, Hard Rock International can tap into a vast audience of football enthusiasts and Messi fans alike.
Why You Should Care:
This partnership underlines the potential in leveraging the popularity of renowned personalities for brand promotion and audience engagement. Moreover, it demonstrates the increasing cross-pollination of industries, in this case, food and sports, to enhance consumer experiences. As collaborations like this become more prevalent, industry professionals must consider how partnerships with global figures can elevate their brand, drive traffic, and foster a more diverse customer base.
Credit: https://www.usatoday.com/story/money/food/2023/07/12/lionel-messi-hard-rock-chicken-sandwich/70405552007/ (Hauari)
Amazon’s 'The Boys' Joins Forces with Call Of Duty
Call Of Duty: Modern Warfare II and Warzone are welcoming characters from Amazon's hit superhero parody, The Boys, in an innovative crossover branding event. This collaboration allows players to use characters from the popular series as Operators in the game, offering a unique blend of entertainment and gaming worlds.
What's New:
With the Season 4 Reloaded update, players will be able to embody characters Starlight, Homelander, and the enigmatic Black Noir from The Boys. The collaboration goes beyond the characters themselves, offering a Temp-V Field Upgrade that bestows temporary superpowers to the players in the game. This element draws from the show's storyline where Temp-V is a substance that grants ordinary individuals temporary superpowers.
Why It Matters:
This branded crossover exemplifies the burgeoning trend of blending video gaming with other sectors to create immersive, unique experiences. By interlinking the gaming and streaming industries, the collaboration offers novel ways to engage audiences and fans alike, extending the reach of both brands beyond their traditional realms. Moreover, this blend of branding and licensing strategies opens up new avenues for character development and storytelling within the gaming world.
Why You Should Care:
This collaboration is a critical example of how to leverage popular culture's power to engage audiences and expand brand recognition. This strategy not only broadens the appeal of both The Boys and Call Of Duty franchises, but it also illustrates the increasing convergence of gaming and television, presenting vast opportunities for future collaborations. As entertainment media continue to overlap and merge, professionals in the branding and licensing industry should take note of this innovative approach, strategizing how they might adopt similar tactics to strengthen brand engagement and expand market reach.