Influencers Take Over Halloween
ONE TO WATCH
This week’s One to Watch is 21-year-old Madison Iseman, who recently landed a role in the highly anticipated third installment of the Annabelle franchise. While you may have already seen her in Jumanji: Welcome to the Jungle alongside stars Dwayne Johnson and Kevin Hart, the young starlet is also set to appear in Goosebumps 2: Haunted Halloween (out next week) in addition to the several other teen-centric projects she has in the works. With all the makings of a Gen Z star—a highly-curated & cleverly-captioned Instagram presence, large social media following, and up-and-coming musician boyfriend—Iseman truly represents the next generation of celebrity: people who strike the perfect balance between influence and talent.
Lyft’s new #DitchWithLyft campaign encourages city dwellers in New York, Los Angeles, and Toronto to utilize public transportation while simultaneously promoting ride sharing. Participants can enter to win prizes such as a $300 Lyft shared credit, a Zipcar membership, a metro pass credit, or a Capital Bikeshare Membership, with one caveat: to receive the transportation credits, the winners have to commit to ditching their cars from October 8th to November 6th (a total of 30 days). With Lyft predicting that personal car ownership will be a thing of the past by 2025 and seeing how consumer purchasing trends continue to favor access over ownership—especially when it comes to big ticket items—they may very well be on to something.
Known for its upbeat instructors and invigorating music, SoulCycle is turning it up a notch by creating hybrid workout/concert classes. The brainchild of their new media division, the series will launch in New York City on October 11th and feature DJ duo Louis the Child in tandem with an instructor. After next week’s initial launch, the trendsetting brand has plans to expand to more cities, starting with Las Vegas this November and even more to come in 2019. For those who can’t attend the events, SoulCycle will also be releasing live concert audio, playlists, and motivational speeches by the instructors on Apple Music. With consumers craving fully immersive experiences, SoulCycle’s intimate musical events are sure to get attendees’ blood pumping in more ways than one and we wouldn’t be surprised to see other fitness chains following suit.
IN OUR CARTS
We hope you’re ready for Halloween because Urban Outfitters sure is. The beloved Gen Z brand is generating buzz online this week over their “Influencer Halloween Costume Set.” Essentially a sports bra and leggings “in muted tonal hues for a look that’s so now,” the costume is reminiscent of Kim Kardashian’s outfits from the YEEZY’s paparazzi-style social media campaign from late last year. Urban Outfitters even recommends pairing the look with sunglasses, oversized sneakers—which Zs likely already own—and a long blonde wig for the full effect. As internet culture, memes, and influencers grow in popularity, we expect their sartorial influence over Halloween to do the same.
Fitsters and gamers alike are raving about new app Run An Empire, which launched worldwide this week. Part strategy video game part fitness tracking tool, the augmented reality game challenges users to build an empire and “conquer” land by running, jogging, or walking IRL. More running means more land and a bigger empire, encouraging users to get out there and hit the pavement. Additionally, users can “secure” their own empire from invasions by sticking to their routine or invade neighboring territories by pushing themselves a little further and trying a new route. Similar to Pokémon GO, which took the world by storm a few years ago, the app combines the real and digital world for an immersive AR gaming experience. With its timely fall launch, the game may be just what people need to get out the door in these cooler temps and avoid packing on the holiday pounds.
Former Treasurer of the United States Rosie Rios has partnered with Google’s Creative Lab and Nexus Studios to launch the Notable Women project. Launching both a website and corresponding augmented reality app available in the Apple and Google Play Store, the project turns U.S. currency into educational lessons on over 100 prominent women in U.S. history. After the user opens the app, they simply hold either a $1, $5, $10, $20, $50, or $100 note up to the camera, and an image of a notable woman in history, such as Maya Angelou or Helen Keller, will appear over the bill and replace the original (male) figure. From there, a user can click on the woman and read about how they have impacted society today. Designed as a resource for teachers and young Gen Zs, the ingenious idea “swaps out the faces we all know for the faces we all should.”