The Shoppe - HBO Max's New Subscription, Hy-Vee's Google Partnership, Chipotle Unwrapped, & more!
Welcome back to The Shoppe! This week we’re talking about HBO Max’s new subscription tier featuring ads, Iowa based grocery chain Hy-Vee partnering with Google, Chipotle airing its first national TV ad, and the possibility of social media regulation. Don’t forget to subscribe so you can be notified every time we post!
HBO Max is now making its extensive streaming catalog more accessible to customers with the launch of a new subscription option. This option will allow subscribers to select the reduced fee plan, a total of $9.99 a month, with the addition of ad breaks. The new subscription will include access to the platform's new original content, and its existing collection of content from HBO, Warner Bros., DC, Turner Classic Movies, Cartoon Network, and more. This cheaper subscription offering will not allow users to download content to watch while not connected to the internet, and streaming quality will only be offered up to 1080p. HBO Max is committed to their customers, and has stated that they will offer the lowest ad load of any streaming service, with only 4 minutes of ads per hour. With the rollout of this subscription we will see 72 companies advertising on streaming platforms, especially two Brand Block partners in auto and insurance.
Iowa-based grocery chain Hy-Vee announced a partnership with Google and Google Suite to enhance their omnichannel shopping experience. By tapping into this new technology, Hy-Vee will be able to bring new and unique innovation to in-store and online customers. With the pandemic altering many customers' shopping habits, Hy-Vee has decided to engage those customers and adapt to the new age of digital shopping. Google Suite will enable this large grocer to integrate their online shopping service with its virtual dietitian services and pharmacy options. Google’s Cloud-driven service will also be extended to Hy-Vee’s customer loyalty program, including the Hy-Vee Plus membership which launched in December. Partnering with Google was the first step for Hy-Vee to keep up with ever-changing consumer habits and online retailing.
Chipotle will be airing its first national TV ad starring professional athletes to promote its largest celebrity inspired menu to date. The ad will be premiering on July 5th during the U.S. Women’s National Soccer Team game against Mexico. The ad will be showing Julie Ertz, the defensive midfielder on the U.S. national team, as she goes about her routine and detailing her perfect Chipotle order. Chipotle is stepping up their advertising game with their “Unwrapped” digital video content series to drive excitement around the upcoming Summer Olympics. This series dives into athletes’ training routines and preparation. Each episode will feature an athlete, or rather an “Unwrapped” member, detailing their custom menu order which will be exclusively available on the Chipotle app and website.
The U.S. government recently announced significant impacts on how social media platforms operate. This will include limiting and/or restricting digital platforms’ conduct of business, usage of their advertising businesses, gathering user data, and more. Four bills were brought before the House of Representatives taking aim at major digital monopolies. The bills, respectively, include:
- A law against platforms prioritizing their own products over others. For example, Apple wouldn't be able to highlight Apple Music over Spotify.
- Restriction of merging businesses within the technology sector unless the company making the acquisition could provide proof that that a component of their company was not in direct competition. For example, the bill would have prevented Facebook from acquiring WhatsApp and Instagram.
- A ban on digital platforms owning subsidiaries that operate on their platform, if those subsidiaries compete with other businesses, as reported by Reuters.
- Users will be offered easier data portability, even if the data is being transferred to a competing business.
If these bills were to pass, the U.S government would be able to enact a new range of restrictions on how tech giants can operate on a daily basis. These changes, imposed by the government, could have significant backlash that the marketing world should prepare for.
Never miss an update from “The Shoppe,” sign up for our email list today!
Subscribe
Sign up with your email address to receive news and updates.
Subscribe
We respect your privacy.
