Instacart is capping off a summer campaign themed around ‘90s nostalgia with its first live consumer event, according to a press release. The grocery delivery platform on Sept. 4 is hosting a free concert headlined by Third Eye Blind, whose songs soundtrack the “Summer of ’99” ads, at the Terminal 5 venue in Manhattan. The campaign and experiential play are part of Instacart’s bigger push into brand building.
Beyond the throwback act on the main stage, Instacart is outfitting “every inch” of Terminal 5 to transport consumers back to the ‘90s, per the release. A neon-lit entryway will lead into an immersive space serving drinks and bites signature to the decade. Capri Sun, Dunkaroos, Lunchables and Slice Healthy Soda are among the items on the menu while cereal brand Frosted Flakes is sponsoring a Frosted Tips station inspired by a classic ‘90s pop star hairdo.
Additional elements of the experience include retro merchandise stands, including a Mr. Throwback NYC booth supported by payments partner Venmo, and a ‘90s-themed lounge. Airbrush artists will be on site to customize show T-shirts and bags exclusively for subscribers to the Instacart+ membership program.
Registration to attend opens online today (Aug. 14) to consumers 21 years of age and older, though RSVPing does not guarantee entry, as the concert is first-come, first-served. The Instacart app is required for check-in on the day of while Instacart+ members will receive fast-lane entry. Transactions will be conducted via Venmo.
The music-fueled extravaganza concludes a national campaign Instacart launched in June that catered to millennials eager to revisit their childhoods. In addition to ads embracing ‘90s touchstones, Instacart slashed prices on select items to match the decade, appealing to consumers who are feeling budget crunch due to inflation.
“Summer of ’99” is rooted in Harris Poll data that found 79% of ‘90s kids, or those in the 30 to 49 range today, often reflect on their childhood summers while 53% appreciated a lack of smartphones and social media in their adolescence.
