The Future. Entrepreneur Gary Vaynerchuk recently invested in OpenFortune, a company launched in 2017 that runs ad campaigns in fortune cookies. Since the cookies feel like they’re meant for the consumer, they could become more impactful than traditional media platforms (which feel like mass marketing) due to their emotional tie-in.
“This is Super Bowl-esque”
OpenFortune currently generates advertising for 47,000 restaurants and delivery platforms in the US and supplies messages to more than a dozen factories worldwide.
- 35% of its brand partners have diverted their marketing budgets from sports sponsorships to fortune cookies.
- Some clients want their messages to apply to the cookies, such as Expedia, which references positive life experiences. Others, like Grubhub, want theirs to be random.
- OpenFortune rejects about 60% of brand approaches (for example, a rival QSR chain wouldn’t be a good fit).
It’s rewriting the future
OpenFortune’s research shows 7% of consumers post their fortunes on social media, and 20% keep their slip after a meal. To increase sharing, OpenFortune has tapped ChatGPT to write its messages.
The genie can’t be put back in the bottle.