LOVE THIS: WILL TWEET FOR SHELTER

It doesn’t look like Bitcoin is really living up to its potential, so if Sour Patch Kids has its way, social media posts will be the online currency of the future.

Sour Patch Kids just opened their second Patch House in Austin (the original is in Brooklyn) and the house exists to shelter touring musicians. The spaces are decorated by local artists and business, and bands like Deer Tick and Dr. Dog have claimed temporary residence as they move through town. Room and board is free of charge, but the bands are required to fulfill social media expectations, including Tweeting, Instagramming, and Facebooking the experience.

It’s not a new concept to provide something free to celebrities in return for promotion, but we like how Sour Patch Kids is going about this. First of all, selling freaking Sour Patch Kids to adults who aren’t stoned in a movie theatre can’t be easy. Their approach here involves a little misdirection, like look over here at these cool bands in trendy cities while we subtly remind you that tart sugary candy still has a place in your heart. We also like the community immersion. Bringing in the locals to rep their city inside the house is both a place making tactic and a heartwarming one.

The mixed landscape of types and sizes of the featured brands is on-trend because it’s so much more authentic to the audience. Our lives are not derived solely from one type or style or cost (unless you are on reality television and have invested heavily in $450 bandage dresses and blonde extensions), so we like seeing different levels of brands collaborate. Taking something nostalgic and indulgent like Sour Patch Kids and bringing in bands you might have heard of with hyper-local artists you almost definitely haven’t satisfies our need to feel familiar while being a part of something new and cool.

Candy as a brand unifier is certainly out of left field, but it’s working for us.