Innovation's Silver Bullet
\nCoors Light is planning a new online advertising campaign, scheduled for mid-April, that will promote 4:53 as the new 5:00 for office workers. That's right -- the company is actually branding a specific time of the day in an effort to win over beer drinkers across America:
"At 4:53 p.m. local time on weekdays, the Coors Light brand symbol,\nan old-fashioned train called the Silver Bullet, will race across\nentertainment, news and sports Web sites that are frequently visited by\nthe brand’s core audience of men ages 21 to 34.\n\n
The train’s brief\nonscreen appearance will be followed by an invitation to "Catch the\n4:53 to Happy Hour" and a "Happy Hour Countdown" clock, both in\nonscreen spaces devoted to advertising. Other elements of the campaign,\nby the Portland, Ore., office of Avenue A/Razorfish, part of aQuantive, may include maps displaying the locations of nearby bars and lounges serving Coors Light."
Presumably, the Coors Light ads will be able to tell which time zone the user's computer is set to - and then deliver the appropriate ad at exactly the right time. Otherwise, of course, the entire Left Coast of America will be getting
sloshed refreshed three hours too early!
Are there any other examples of companies attempting to brand a certain time of the day? The best example I can come up with is 4:20 -- a time of the day that has special significance for a certain segment of the population engaging in a specific "extracurricular" activity.\n\n
[image: The Coors Light 4:53 train]\n
Giving our solar system a "slap in the face."
- A stream of galactic debris is hurtling at us, pulling dark matter along with it
- It's traveling so quickly it's been described as a hurricane of dark matter
- Scientists are excited to set their particle detectors at the onslffaught
The climate change we're witnessing is more dramatic than we might think.
A lazy buzz phrase – 'Is this the new normal?' – has been doing the rounds as extreme climate events have been piling up over the past year. To which the riposte should be: it's worse than that – we're on the road to even more frequent, more extreme events than we saw this year.
Once again, our circadian rhythm points the way.
- Seven individuals were locked inside a windowless, internetless room for 37 days.
- While at rest, they burned 130 more calories at 5 p.m. than at 5 a.m.
- Morning time again shown not to be the best time to eat.
SMARTER FASTER trademarks owned by The Big Think, Inc. All rights reserved.