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Save the world
US – Snack brand Halfpops is reaching out to coders with a tongue-in-cheek campaign.
- The broder (bro-meets-coder) has emerged as an aspirational identity in the age of the entrepreneur
- Broder comedy has been popularised by award-winning shows such as HBO’s Silicon Valley
Halfpocalyspe is tapping into broder culture with a campaign and short film that examines a dystopian future in which artificially intelligent machines rule the world.
Coders, according to Halfpops, are mankind’s greatest hope for survival in this scenario, and the brand has made a pact with developers across north America to keep them topped up with snacks in exchange for their world-saving skills.
It is also calling on ‘developers, code ninjas and white-hat hackers’ to enter its coding competition to be in with a chance of winning a month’s supply of flavoured, half-popped popcorn.
The Big Picture
Brands are increasingly making consumers work for their attention rather than bombarding them with information. Find out more in our Anti-authenticity Marketing macrotrend.
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