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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