Michaels Gets Crafty With Gene Simmons » The S3 Agency

Michaels Gets Crafty With Gene Simmons

Gene Simmons is many things. Best known as the “Demon” in KISS, he is also the marketing genius who helped his costume-clad band become “America’s #1 gold record award-winning group of all time.” Crafty, yes. But is he a crafter?  We find out in this new social media video from craft retailer Michaels, where the devilish Simmons is pitted against angelic actress Busy Phillips in a Halloween pumpkin crafting contest.

Well, that’s different. It’s clever. It’s also tradigital: Michaels is leveraging a brand-building opportunity and serving it up to potential shoppers in their social feeds.

Sure, they could have just designed a graphical post or created a video that showcased their Halloween crafting supplies – and then added a discount to trigger transactions. Instead, the retail brand is breaking through with unexpected humor that doesn’t disrupt; it builds intrigue, it builds interest, and ultimately helps build a brand that people want to transact with. (No discount required!)

Who wins the pumpkin crafting throw-down? I won’t ruin the surprise. You’ll have to watch the video. I will tell you that the brand cocktail (Michaels, Simmons, Phillips) blends together smoothly, providing a fun way to remind viewers where they can find great Halloween craft supplies are available.


Denise Blasevick
Denise Blasevick

CEO @The S3 Agency

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