‘Calm’ Meditation App’s Clever Ad During Election Sends It Up App Store Charts
Image via Sulastri Sulastri / Shutterstock.com
In what might be 2020’s best advertising so far, meditation app Calm recently sponsored CNN’s Key Race Alert coverage to remind US citizens to stop and breathe during the ongoing US presidential elections.
In addition to its logo being shown during CNN’s coverage, the Calm app also played short commercials that asked viewers to breathe and relax for 30 seconds. Relaxing scenes such as rain or beach were featured with a moment of pause.
Some viewers thought the partnership was comedic, while others applauded the app’s decision to offer moments of stress relief during the stressful election.
“CNN’s election coverage being presented by the Calm app might be the funniest thing that has ever happened,” a Twitter user joked. “Hello, I am at an airport and the TVs are playing something called 30 seconds of calm from CNN and it’s just footage from beaches in the Bahamas, so I would like to do that job next, thank you,” another user tweeted.
According to data retrieved from store analytics and marketing firms Sensor Tower and App Annie, those ads have significantly helped to boost downloads for Calm. App Annie stated that the Calm app has risen 20 ranks up to number 79 from the day before Election Day. It has also become the number one app in the US Health and Fitness category. On 4 November, the app moved up again to the 68th spot.
A spokesperson for Calm said that its decision to sponsor the CNN coverage came from the unease throughout 2020.
“We understand the uncertainty of this election cycle can be a source of anxiety for many of us, especially as it coincides with an ongoing pandemic,” the representative said. “Our goal during CNN’s Key Race Alerts was to provide viewers a moment of Calm, and a reminder to take a deep breath during a stressful night,” they continued.
CNN’s election coverage being presented by the Calm app might be the funniest thing that has ever happened.
— Stephen Amell (@StephenAmell) November 4, 2020
Smart ad buy from @calm on CNN during election night. pic.twitter.com/S74TxYuL0v
— djWHEAT (@djWHEAT) November 4, 2020
Hello I am at an airport and the TVs are playing something called 30 seconds of calm from CNN and it’s just footage from beaches in the Bahamas so I would like to do that job next thank you
— DJ Judd (@DJJudd) October 30, 2020
CNN is like "stay calm" then wildly flips to "NEW PROJECTION" while playing war movie music
— Kevin Farzad (@KevinFarzad) November 4, 2020
CNN’s key race alerts being sponsored by the Calm app still feels like an elaborate troll pic.twitter.com/Ob84rkFWYj
— Dan Diamond (@ddiamond) November 4, 2020
[via Tech Crunch, cover image via Sulastri Sulastri / Shutterstock.com]
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