What Marketers Can Learn from Supreme’s Souped Up Metro Cards

As it turns out the streetwear brand Supreme recently invested in ad space on the fare cards In keeping with their limited release philosophy the number of metro cards featuring the brand is unknown amp160They were available in only a handful of stationsamp160and then only from particular machinesThis caused the crowds to go wild To make matters more exclusive fans sometimes had to buy a slew of regular cards before the machine would spit out the Supreme branded prizes The 550 tworide cards were bought up quickly some buying up to 50 at a time They actually sold out in a dayamp160and are already reselling for 50100 dollars both locally and as far away as IndonesiaWhat this sudden cultural trend tells us is that a treasure is different for everyone For some shoppers and fans itamp8217s the braggability For others itamp8217s desiring something that they perceive as being more valuable than its cost At 550 a ride card has great value to those who are fanatic about the Supreme brandThis follows a trend that Mindshareamp8217s been tracking called Happenstancing In a world that increasingly feels contrived the desire for surprise randomnessamp160and happenstance increases Brands can use happenstancing to drive attention and offer up unexpected experiences in the sea of samenessAlso brands should note that media comes in all shapes and sizes The metro cards worked perfectly for Supreme because the limited availability and hunt for the card aligned perfectly with their brandamp8217s DNA of scarcity and hype And the unique form of advertising put at least 50000 branded cards in the hands of commuters flashing the logo all over the cityClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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What Marketers Can Learn from Supreme’s Souped Up Metro Cards

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What Marketers Can Learn from Supreme’s Souped Up Metro Cards

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