The Nineties had been a less complicated time. Butterfly clips and frosted ideas dominated hair tendencies. Lunchables and Dunkaroos had been weight loss program staples. And all the things was an entire lot cheaper.
In the event you’re pining for the final decade of the twentieth century, you’re not alone. Per the Harris Ballot, 79% of ‘90s children have constructive nostalgia for his or her childhood summers.
With that perception, Instacart is planning its biggest-ever IRL shopper occasion, inviting everybody to throw it again to 1999 for one evening solely.
On Thursday, Sept. 4, the grocery supply app will host a free, first-come, first-served live performance with Third Eye Blind at Terminal 5 in NYC.
The live performance follows the grocery supply app’s “Summer time Like It’s ‘99” marketing campaign, which has seen the enterprise slash costs on ’90s staples reminiscent of Kool-Help, Kraft Mac & Cheese, and Capri Solar by 47.2% to match their 1999 price.
Instacart’s chief advertising officer (CMO), Laura Jones, advised ADWEEK the marketing campaign was rooted not solely in a “cultural nostalgia” for the ‘90s, evident in all places from Gap ads to TikTok tendencies to Oasis’ latest reunion, but additionally within the want for “financial nostalgia” in a troublesome economic system.
Third Eye Blind, finest identified for his or her tune “Semi-Charmed Life,” supplied the soundtrack to Instacart’s summer season marketing campaign movies, which confirmed fashionable children embracing ‘90s tendencies, from saggy denims to old-school online game cartridges.
“Anecdotally, so many individuals have reached out to say they love the marketing campaign,” stated Jones, together with the band themselves, who shared it on their social platforms, and finally led the Instacart workforce to pitch the live performance concept.
Extra Than a Live performance
It’s greater than only a gig, although; the expertise will probably be a testbed for future retail media activations for Instacart that mix tradition, commerce, and measurable outcomes.
The venue will come to life in what Jones describes as a “vivid reimagining of 1999,” with immersive sights, sounds, and experiences. These embody ’90s-themed cocktails and several other model integrations from snacking and CPG giants.
Model companions are totally woven into the second. Frosted Flakes will host tip-frosting stations so followers can stay their finest NSync life, whereas Slice Wholesome Soda has curated a lounge with Bean Baggage, classic CDs, and a fisheye video sales space.
Free Capri Solar, Lunchables, Ring Pops, Mike and Ikes, and Dunkaroos will probably be dished out on the evening, and Venmo is powering a throwback trend sales space from Mr. Throwback NYC.
