⭐ Do all reality TV stars want to be influencers?
Plus: more industries want to unionize, Coke gets into NFTs and EV graveyards are popping up at an alarming rate.
Welcome back, Scanner!
Not to brag, but we had a juicy SCAN 👀 CLUB session last week at Arcade. How could we not? Between Apple looking to buy ESPN, Fyre Festival 2.0 being announced (!?) and the top fast-food restaurant rankings coming out, we had a lot to talk about. Of course, we broke down the top 3 signals that stood out to us as digital marketers so you don’t get fomo 👇.
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Here we go.
📅 CURRENT
Bethenny Frankel Calls for Reality Stars Union
What’s changing?
If you haven’t been following along with this saga, here’s the scoop. Reality stars have been speaking out against harsh working conditions in the industry. Contestants from shows like Love Is Blind are sharing their experiences with sleep deprivation, low pay, mental health crises, and even a lack of food and water. Not only that, they also often don’t earn residual payments, so even if their series becomes a hit – they don’t see any of that $$. Bethenny Frankel, an original RHONY cast member, says reality stars should be following SAG-AFTRA’s lead and unionizing.
Why does it matter?
There seems to be this assumption that everyone who goes on TV wants to be famous. Specifically, that they want to be an influencer. For some people, they just wanted to find love, have a fun week, win some money, etc. Not only do these stars face allegedly awful working conditions, but they also risk being mobbed online after their show airs. Is it worth it for them?
What could happen next?
A few questions came out of our internal chat about this. Could a union create a barrier to entry that protects people? Could a deeper screening process help contestants learn what they’re actually signing up for? For partnerships, could it establish more credibility with these stars or would it make it harder to work together? If we take it a step further, could this point to a future where influencers and creators unionize (which may already be happening)? There’s so many things to consider as we continue to watch this space.
Scan-o-meter: 📅 📅 📅 / 5
🎯 SPECIFIC
Electric Vehicles Are Running Out of Customers
What’s changing?
Electric cars have been touted as the future of cars for years, if not decades. While it may feel like it’s a growing industry that is destined to take over, it turns out electric car manufacturers and dealerships are running out of customers to sell to. In China, where electric infrastructure soars, EV sales can’t keep up with the country’s massive supply. EV “graveyards” have popped up around the country at an alarming rate.
Why does it matter?
This story points to a few things. The most obvious being: innovation. EVs are a nesting ground for new features, extended driving ranges, upgraded interiors… Why would you buy an older model when the technology changes so fast? If we look at this differently, does this signal point to an assumption in marketing and business that all industries can, and should, grow forever? Are limited audiences even a thing?
What could happen next?
Aside from hopefully finding some ways to repurpose these unused vehicles, what might happen if this industry hits a cap of consumers? When a product plateaus, do you pack it in and call it a day, or do you get creative about your retention strategies and fringe offerings? We talked a few drops back about the slowing alcohol industry – are these signals pointing to less consumer demand, or is our marketing just out of touch?
Scan-o-meter: 🎯🎯 / 5
😲 SURPRISING
Coca-Cola Enters the NFT Game
What’s changing?
It seems like it’s been a while since they’ve been in the news cycle, but Coca-Cola just announced they will be offering their first-ever NFT collectibles in the International Friendship Day Charity Auction. Known for their IRL collectibles, Coca-Cola states that they created their NFTs to celebrate elements core to the Coke brand, reinterpreted for a virtual world.
Why does it matter?
If you’re nodding along like, “yeah, yeah… NFTs, Metaverse, whatever,” think about the mind-blowing budgets Coca-Cola has for research and development. There is no way they made this move without thinking it through. While other companies are laser-focused on generative AI, why did Coke jump to NFTs?
What could happen next?
Coca-Cola recently added to the NFT announcement that they’re now also giving away a real Coca-Cola fridge stocked with the famous beverage. It left us with a lot of questions. Does it signal a changing sentiment toward NFTs and the Metaverse? Could it point to the future of collection and how that exists digitally? Will things ever just be digital or just IRL again? Will smart brands work to create holistics experiences that marry the two? Or could it point to our deep need for connection and ways brands can include people from around the globe? This is something we’ll be watching.
Scan-o-meter: 😲😲😲/ 5
🌊🎙️ Catch the wave
Waves Season 6 – Available Now 🌊
Our most fascinating season yet is now available in-full on all podcast apps + YouTube. Tune in to learn from leaders in the digital marketing space about the hottest topics in the industry.
Listen on Apple Podcasts, Spotify or watch full video episodes on YouTube.
What signals are you watching? Drop them below 👇
Are NFT’s making a comeback??