While July 5 might mean only the Friday of a long holiday weekend for many folks, those who adore “Seinfeld” are ready to regard it as a major celebration, as it will mark the 30th anniversary of the show’s premiere. We count ourselves among the devotees, so when we learned in May that the Los Angeles Dodgers and New York Mets had in mind commemorative plans that involve promo goods, we showed the ideas as much love as George devoted to the shrimp in “The Comeback.”
To celebrate Seinfeld’s 30th Anniversary, Sony enlists Drake’s, Junior Mints and the Mets: https://t.co/Bhrx7HL73m pic.twitter.com/soCGMcAPg5
— ADWEEK (@Adweek) June 24, 2019
Fast forward six weeks, and we are going to eat crow (we would rather have junior mints since they are very refreshing) because back then, we had deemed the Dodgers’ promotional celebration better than the Mets’ one. But now that we have learned the New York team’s July 5 hoopla will include vending machines that will dispense branded merchandise, we’ve changed our minds. An Adweek analysis of the anniversary had us geeking out over the influence that “Seinfeld” has had on our television-viewing identity and appreciating the power of cross-branding, as the article mentions Sony Pictures Television’s relationships with the New York Metropolitan Transit Authority, Drake’s and Junior Mints as entities that are going to tout the show-about-nothing’s legacy this year.
The latter two have some pretty fun things in store, but it’s the Mets who have hit the most impressive promotional home run through their ties with the transit agency. Branded MetroCards will certainly appeal to those whose loyalties lie with all-things printing, and the vending machines will definitely appeal to fans not only because they might have them reminiscing about the 1998 “Seinfeld” episode dubbed “The Dealership,” but also thanks to the branded merch that will be available at three locations, including Citi Field. Los Angeles’ Santa Monica Place will also have a machine, but because three is better than one, New York wins our esteem.
The Adweek account does not, sadly, reveal what the branded “Seinfeld” merchandise is to be, and we could not uncover any details on the goods, though Adweek notes that the machines are “trivia” based, which is a neat touch. We can certainly engage in speculation surrounding the items and will say that we hope it will include an intact éclair, a Snickers for us to eat with a knife and a fork, and a calzone (we must not have eaten enough for lunch). If these vending machines end up being colossal and compelling beauties, maybe there will be a puffy shirt or two to claim, as well.
Regardless of the contents, next Friday’s promotions are going to extend the power of vending machines as promotional campaign elements, and, owing to the popularity of “Seinfeld,” they could become a branded merchandise boon for other television shows and/or movies. Though we haven’t seen the “Seinfeld”-specific machines, we are going to presume that they’re real and they’re spectacular. Road trip, anyone?
