迷信風雜貨店噱頭
Tesco的Every Bit of Luck Helps為球迷送上打氣祝福
在英格蘭對阿根廷賽事前夕，Tesco 推出「Every Bit of Luck Helps」活動，於店內加入有趣的細節，為支持英格蘭隊的球迷打氣。活動靈感源自「敲木求好運」的說法，Tesco 將購物過程中顧客自然會觸碰的日常設施——例如購物車手柄或貨架分隔條——轉化為活動元素。此外，Tesco 亦於店外設置一個實木海報裝置，撤走第 13 號收銀通道，並將整條結賬通道改造成一座木製紀念裝置。
整個世界盃賽事期間，各品牌紛紛把握運動迷早已將某些迷信視為神聖不可侵犯這一事實，打造出無意合理化這些儀式、反而將其頌揚為忠誠證明的宣傳活動。
英文原文
Ahead of England versus Argentina, Tesco introduced Every Bit of Luck Helps, featuring fun, in-store touches to help fans cheer on team England. Inspired by the idea of touching wood to prevent good fortune from being jinxed, Tesco turned everyday fixtures that shoppers naturally touch as part of their experience—like shopping cart handles or grocery item dividers. Beyond, Tesco also set up a solid wooden poster outside its store, removed till 13, and transformed an entire checkout lane into a wooden monument.
Throughout the World Cup, brands have leaned into the fact that sports fans already treat some superstitions as sacred and built campaigns that didn't try to rationalize rituals but celebrate them as proof of devotion.
- 來源
- Trend Hunter
- 發布
- 2026-07-17
- 品類
- Publicitystunts
- 出處
- creative.salon