What’s Sweet for You is Sweeter for Sprinkles: The Marketing Strategy Behind the Company’s Cupcake ATMs
For anyone who has ever been in “The City that Never Sleeps,” you can certainly relate. You are coming back from an event late at night—be it a Broadway show, a night out at the bar, a high school reunion… you name it—when your stomach starts grumbling. You begin to mentally scroll through a list of possible diners, delis and food carts that may still be open at this ungodly hour. But the truth is you don’t want to consume your calories in Big Mac form. Rather, you want something delectably sweet.
Big Apple desert aficionados everywhere are delighting in the fact that Sprinkles Cupcakes, the innovators of the world’s first cupcake bakery, has brought its 24-hour Cupcake ATMs to the Upper East Side. The company already boasts ATMs in Beverly Hills, Chicago, Atlanta, Dallas and Las Vegas—all of which have attracted attention from A-list celebrities like Jay Leno and Wolf Blitzer as well as countless media outlets. New Yorkers couldn’t wait to get their hands on these yummy treats.
I must confess, I have an unlikely favorite new TV show. That the show would become my new darling was improbable not only because it airs on PBS, but because the British accents and colloquialisms mean I often have to rewind to make sure I understand what is being said. Still, I have fallen in love with “Sherlock.”
“Sherlock”—starring Benedict Cumberbatch as the famed detective and Martin Freeman as Dr. Watson—is produced by the BBC in England and airs on PBS in the U.S. Seasons consist of just three episodes, all running 90 minutes without commercials. Essentially, each season is like a trilogy of three movies that follow the adventures of younger, modern-day versions of Sir Arthur Conan Doyle’s famed characters.
When the time comes for Kobe Bryant to hang up his uniform and retire, he will be on the fast track to the Basketball Hall of Fame. With five championship rings on his fingers, four All-Star game MVPs in 14 appearances, a record of 15 All-NBA selections and 12 All-Defensive team awards, Bryant has become a household name throughout the world. His brand is recognized everywhere from Los Angeles to Beijing.
You could imagine the shock, then, for Boston College students when but a few minutes into a recent lecture on how the NBA is a model for successful international marketing, the door to the class opened and in walked Bryant himself.
“It was surreal,” explained Professor Nick Nugent when about the experience.