🌮🔔 Apple Walked So Taco Bell Could Run
Plus: digital audiences want dialogue, Tamagotchi handbags are taking off, and more.
Welcome back, Scanner!
You did it! You survived the first quarter of 2025. It’s time to give yourself a huge pat on the back, pick up a little treat, and hit DND while you partake in a little self-care (aka reading through this week’s signals). We have a lot to cover between taco launch events, movie clubs, and a new approach to Shorts. Don’t forget to drop your thoughts on these signals in the comments below!
Let’s kick it.
📅 CURRENT
Apple Walked So Taco Bell Could Run
What’s changing?
Following in the footsteps of tech giants like Apple, Taco Bell launched its new menu with a massive Las Vegas event called Live Mas LIVE. The event was hosted at the Brooklyn Paramount Theatre and had celebrities and influencers in attendance (with an option to tune in online). There were musical guests, speakers, and (of course) sizzling graphics of the new menu items.
Why does it matter?
This is a fantastic example of a brand embracing their audience’s desire to play. The fun event allowed people to gather and enjoy a silly afternoon. Alongside the play element, it also created a shared moment that attendees on and offline could experience together. If we zoom out, there is a nod to recession indicators in this launch – with fast food entering spaces reserved for “luxury” products and tech. And, of course, it’s a fantastic example of a brand taking a unique angle to capture attention in our overwhelmingly busy digital space.
What could happen next?
From a brand perspective, it will be interesting to see if Taco Bell continues to show up with unique activations, which, historically, competitors like McDonald’s have dominated. Looking at the activations space more broadly, it seems like something is changing here that we haven’t been able to put our finger on quite yet. Brands are opting for more immersive, quirky events, and we’re seeing it infiltrate industries we haven’t in the past. Then, looking from an economic perspective, what does this mean about where cheap casual food will fit into our future? We’ll be watching as this space continues to evolve.
Scan-o-meter: 📅 📅 📅 📅 / 5
😲 SURPRISING
This $5 Movie Club Wants Your POV
What’s changing?
Theaters across the U.S. host IRL Movie Club events where attendees watch a movie together and stay afterward to discuss the key topics. It’s intended to create a space where people can connect in real life and enjoy independent films. Last month, the Club showed The Thinking Game across 70+ theatres in the U.S., a nationwide experience. Attendees pay $5 to attend, which includes watching the movie, getting a video message from the filmmaker, and having a group discussion. So far, IRL Movie Club has hosted two events and has a third planned for May or June.
Why does it matter?
In general, moments of mono-culture are few and far between in the TV and movie space – with streaming platforms giving us so many options to choose from. Sure, many of us tend to watch the same shows (like Severance, an Arcade team favorite) at a similar time, but not often on the same night or at the same time. Experiences like IRL Movie Club create opportunities for attendees to bond over the content, the experience, and take things further with discussions around key trends and themes. In Sean Baker’s Oscars acceptance speech, he talks about the need to focus on theatrical releases in theaters because it’s a communal experience you can’t get at home. In a way, it also returns us to the pre-pandemic era, where watching movies outside of the house was more common.
What could happen next?
What do events like the IRL Movie Club tell us, as marketers and creators, about what digital audiences are looking for? How can we translate experiences like these, that occur in real-time, to online spaces where time isn't a constraint? These communal experiences (like bingo nights, run clubs, book clubs, etc.) are popping up everywhere. This club, in particular, is interesting because it creates a moment to connect and an opportunity to discuss the experience. Are we looking for new opportunities for conversation? For questioning? How could this accelerate and take off in the comments section, the DMs, or threads? Where could more dialogue grow in the online space?
Scan-o-meter: 😲😲 / 5
🎯 SPECIFIC
Tower 28 Launched A Short, Shorts Series
What’s changing?
Tower 28 recently released the start of a sketch series on YouTube Shorts called The Blush Lives of Sensitive Girls. The series features three ads/episodes that share short, bite-sized content about life and dating while highlighting the key benefits of their blush products. The series was written by Ruby Marker, a writer’s PA on HBO’s The Sex Lives of College Girls, and was directed by influencer/actress/comedian Olivia Sui.
Why does it matter?
Tower 28 found a way to jump in on the GRWM (get ready with me) and makeup tutorial space as a brand outside a typical creator partnership. While they are far from the first brand to hop on the GRWM trend, the high caliber of the videos easily stands out in the Shorts feed. Knowing what will resonate on social media is never easy, and there is a fine line between creating content that feels too produced versus feeling not produced enough. Hiring a writer and director to develop high-production content, some might say, risks not being picked up by algorithms. In this case, Tower 28 took a risk, incorporated storytelling/entertainment/drama, and could share its products in a way that still felt social-first.
What could happen next?
More episodic content may be used to market products. Instead of product placement in series or movies, we may see more brands make their own series (or movies, TV shows, etc.) that will connect with audiences where they are (aka scrolling on social). In China, micro-dramas and mini-dramas are gaining popularity – will these styles start to take off more in North America? How does this content move us away from trending sounds and memes? Will we begin to see more marketing that falls less into the “brain rot” category and exists in a way that’s a bit smarter, funnier, and more human?
Scan-o-meter: 🎯🎯🎯🎯🎯/ 5
🔍 TREND REPORT IRL
Updates from our Trend Forecast
We recently launched our second Trend Report! As the year goes on, we’ll continue investigating signals that further the conversation around our forecast. Here’s what we’re watching this week:
People want play: Sorry babe, I can’t come – I need to take care of my Tamagotchi handbag.
People want ease: What could be easier than… A digital bestie?
People want realness: The Raw Ring allows you to track your partner, 24/7.
Want more trend news? Check out What (Digital) Audiences Want In 2025!
🎙️ NEW ON BIG THINGS
🤔 BEFORE YOU GO
To help keep these signals top-of-mind, we share 1 question to ask yourself (or your team) in each edition. Your question to mull on this week is:
See you next time 👋