Astronomer Hires Gwyneth Paltrow as a “Very Temporary Spokesperson” #MusicMonday

By now you’ve heard the “news” about Astronomer and the Coldplay “kiss-cam,” but did you catch the development this weekend …

Talk about striking while the iron is hot.

Making the most of a moment.

Turning lemons into lemonade.

A masterclass in agile marketing and responsiveness!

In a move that most would have never seen coming, the company Astronomer that has been in the non-stop spotlight for the last week because of it’s CEO and CPO Coldplay “kiss-cam” attention, just took advantage of said attention and made what could be amongst the boldest marketing moves ever. Certainly top ten.

The company hired Gwyneth Paltrow as a “very temporary spokesperson” to take questions people have about the company. What?!?!

The brilliant part here is that Gwyneth is Chris Martin’s (Coldplay lead) ex-wife, and she’s at her best when delivering a line. And the Q&A session is expertly written by none other than Ryan Reynolds’ agency Maximum Effort who turned this little ditty around in a marketing nano-second.

The video launched over the weekend to countless views and pickup from virtually every media outlet. You can’t buy this kind of coverage, and for what was a relatively unknown brand, this company just blew open the top of its marketing funnel. Well I guess the former CEO and CPO did that, but now this move put some real product information behind it all in a very positive light.

Talk about a turnaround! I think the best part here is realizing that your brand is in the midst of a cultural spin and then spinning it back again into a cultural conversation on your terms. Putting out the messaging that you want out there. Now that is marketing!

It’ll be fun to see how the brand continues to follow through. Let’s stay close!

What’s your experience? JIM

P.S.: Ryan Reynolds and his agency was also behind the Peloton response when the character Big died on the television show “And Just Like That” after a session on a Peloton. This brand’s response was also quite well done, to say the least.