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(CNN) - The date of the alleged break-in in Area 51 finally arrived after months of publicity. All exaggerations aside, one thing is certain: it will be a disappointment for anyone waiting for a definitive proof of the existence of aliens.
Although those who attend this Friday, September 20 may not get the answers they are looking for (2.1 million people have confirmed their attendance), brands that have capitalized on this Internet phenomenon will receive a great exposure by promoting an event that began as a joke.
- What is Area 51 and why does it cause such fascination? What we know and don't know
Matty Roberts started the Facebook group "Storm Area 51, They Can't Stop All of Us" in June as a joke. He went viral and generated several memes. Since then, it has become a massive phenomenon that could attract thousands of people to Nevada this weekend.
For some brands, this was the perfect marketing opportunity.
Bud Light / Twitter
A look at Bud Light's Twitter account shows how dedicated the brand is to its saturated history of Area 51 themed publications. Bud Light first launched into the ring when he asked his Twitter followers to retweet his publication on the can launch limited edition Bud Light aliens. That tweet currently has more than 62,000 likes and 40,000 retweets (they set a goal of 51,000 retweets), but the cans were released anyway in Nevada, Arizona and California on September 13.
But that is not all. Bud Light has an online store where you can buy shirts, hats, a flag and even socks. The most expensive item in the store is a $ 100 jacket that is sold out.
Bud Light is the host of the Area 51 Celebration music festival at the Las Vegas Center Event Center tonight. More than 6,400 people have confirmed their attendance or have shown interest in attending.
Arby's joined Bud Light in Nevada. The fast food chain sent a truck with its products on a tour across the country to the Storm Area 51 base camp in Hiko, Nevada, to feed attendees with a special edition menu created for this weekend. From the galaxy milkshake to the sandwich with signs of rye, Arby's has concentrated on Area 51.
Arby's Galaxy Shake
Other brands such as Kool Aid have joined by giving away bottles of their “UFO-Yeah” limited edition beverage mix. But none has attracted as much attention as Bud Light and Arby's.
All this madness of Area 51 may be a joke, but it indicates that the right brand with the right strategy can take advantage of almost any situation.
However, if the participants assault the secret military base, the brands that supported this absurd event could face a violent reaction.
Area 51