Platte County has a new resident, and they’re already causing some cracks.
In Riverside, Missouri, this summer, Kansas City’s newest amphitheater is opening up to a star-studded galaxy of artists including Rod Stewart, Kesha, Chicago, Weird Al, and many more. Right off of 635, the facility plans to host 30+ concerts every season and welcome a half-million attendees. The theater could drive tens of millions of dollars into the local economy holding 16,000 seats.
But the launch has started off…rocky. The presenting sponsor of the amphitheater is the Morton Salt company – known for its… salt. The headquarters of the company recently moved to the Kansas City area in Overland Park and has been eager to season the area, making Morton synonymous with fun and flavor.
But it’s not starting that way. Last week, social media influencers (who are absolutely not folks living in their mom’s basements making videos about their sourdough starters) were invited by the droves downtown for a “major viral event.” The influencers hopped on their unicycles, and Kia’s and went down to Union Station where they all stood around… waiting.
A clamor rose from the back of the great hall and over a dozen women adorned in yellow rain jackets and umbrellas walked out to the assembled selfie-sticks and TikTok’ers. And then they stood there.
The outfit was of the famed Morton Salt Girl on the cover of every container of Morton salt. And they all stood just as still as the girl on the box. The salty debut was certainly less spicy than briny akin to a low-sodium saltine. That was the entire event. Twelve Morton Salt girls walking out and posing. The assembled influencers were less than pleased and many complained it had wasted their valuable time usually spent reviewing the latest coffee shop in their neighborhood. (Oohh! This one has lattes!) The assembled influencers were expecting a little more razzle dazzle and a little less Himalayan pink rock
So what do angry influencers do? They ran to the Internet to complain! “Morton Salt wasted my time!” Complained one influencer whose entire Instagram channel is her trying on clothing that is blue. “Who do I talk to about such a horrible Morton Salt launch?” Said another social media content creator who spends time talking about vinyl albums from the 1960’s. “I want my money back from this Morton Salt fiasco.” Said another who interrupted their gardening channel “week of watching moss grow” to complain about the stunt. They really dumped the shaker here.
Boy. Did Morton Salt sure pass the ketchup here. It’s clear Morton Salt has no idea about marketing 101. The dozens of assembled content creators will certainly never speak about Morton Salt again and never about the slate of concerts at the Morton Salt Amphitheater that is set to open up on June 10 with Rufus Du Sol and June 13 with Dierks Bentley.
Furthermore, sending out a stationary set of Morton Salt girls to make people recognize their iconic Morton Salt brand is no way to build brand recognition. It’s just a way to make these Internet people angry. So angry that we might not be able to get another episode of “What’s up Smithville?” published this month.
I hope this has been a lesson to Morton Salt and Morton Amphitheater to never, ever again try to waste the time of social media influencers.
Because you’re only likely to make these folks salty and bitter. Next time Morton Salt asks you to do some sort of event like this, just say “NA.”
