From July 21 to August 21, 2017; 41% of all Warby Parker digital content engagement has been related to the solar eclipse occurring today across the continental U.S., making it the most-active retailer engaging with the event according to marketing technology company Amobee.
As part of the campaign, Warby Parker released its own music video parodying “Total Eclipse of the Heart,” rewriting the song’s lyrics to explain the solar eclipse. The eyewear retailer also is offering free solar eclipse glasses at all of its 57 locations.
With the event coming closer and with retailers such as Amazon and 7-Eleven selling solar eclipse glasses, retailers can stand to do more to celebrate the event. Between August 14-20, 2017, Amazon took on 8% of all eclipse-related digital content engagement, with 37% of that total being specifically counterfeit related.
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For context, Amazon had to deal with third-party vendors that sold solar glasses that don’t properly protect people’s eyes from the sun. Amazon identified the issue and is issuing full refunds to anyone who purchased the fake glasses.
But for the most part, retailers haven’t taken advantage of the solar eclipse the way companies in other sectors have. Only Warby Parker stood among the top 10 brands that generated the most eclipse-related digital content engagement through promotions held from August 14-20, 2017.
The top brands, according to Amobee, include:
1. Royal Caribbean
2. Warby Parker (which had 84% as much digital content engagement as Royal Caribbean)
3. The Weather Channel
4. Southwest Airlines
5. Airbnb
6. Krispy Kreme
7. McDonald’s
8. Amtrak
9. Volvo
10. Mitsubishi
These rankings reflect brands that held eclipse-related promotions, but doesn’t include brands that primarily saw their eclipse-related engagement result simply from having eclipse-related products for sale.
