The popular meditation app Calm sponsored CNN’s key race alerts throughout the election night with a “brought to you by” graphic featuring its logo, Adweek reported.
Calm’s CNN sponsorship made a slash on social media, especially on Twitter. On election night, mentions of Calm on Twitter increased 12 times as compared to its average mention since September 1.
Some people mocked this sponsorship, while others thought it was wise.
CNN’s key race alerts being sponsored by the Calm app still feels like an elaborate troll pic.twitter.com/Ob84rkFWYj— Dan Diamond (@ddiamond) November 4, 2020
Loved seeing @calm sponsoring CNN Election coverage.— Amanda Goetz (@AmandaMGoetz) November 4, 2020
What other brands should have jumped in?
“In what’s been an extremely stressful year, our team is always looking for ways to give consumers a reminder to take a deep breath and tune into themselves,” said Erin Hassey in a statement. “We know this week will be stressful for most, so we’re happy to support where possible,” he said to Adweek.
We already know that installs of meditation and mental wellness apps have surged due to coronavirus. According to a research, mental wellness apps’ downloads increased by 24% in April 2020 compared to the first month of the year. Calm is still one of the most downloaded mental wellness apps worldwide.
Last month, it is said that Calm, which has reached a valuation of $1.1 billion to date, aims to more than double its valuation by exploring a new funding round of $150 million. Adweek also stated that, during the first half of 2020, Calm spent $12.6 million on ads, excluding social, according to Kantar.