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The 2024 U.S. Open’s not over yet, but we already know who’s won.

Her name is Honey Deuce.

And she’s the pretty little number who’s made a name for herself ever since her debut in 2006. But Honey Deuce isn’t a tennis player—she’s a cocktail. A cocktail that brought in a cool $10 million during the 2023 U.S. Open, and she’s got no intention of slowing down this year.

In today's newsletter:

• The cocktail that made the U.S. Open $10 million (here’s how Honey Deuce became an iconic drink that’s now synonymous with this event)

• Making MSCHF (find out just how controversial this brand is willing to be to get attention)

• Trend plug - Savannah, slow down!

• Ask the Editor - How do I get eyeballs on the app I’ve just launched?

- Charlotte, Editor ♡

p.s. Hey can you please take this 30-second survey? We want to understand YOU better so we can keep improving YAP 👇👇👇

The star of the 2024 U.S. Open Tennis Tournament is named Honey Deuce.

And she’s not a tennis player.

In fact, despite becoming a cultural icon, she's not even a human.

I don’t know a lot about tennis, but I do know a lot about cocktails. And the tournament’s signature drink, the Honey Deuce, sounds delicious.

She’s also a lucrative sales driver, generating $10 million in sales at last year's Open. Incessantly instagrammable, the Honey Deuce has become a staple of the games since its debut in 2006.

So back up a second, what is a Honey Deuce?

At $23 a pop, she’s a bloody expensive cocktail, which is par for the course anywhere you have a captive audience.

The drink is the brainchild of restaurateur and former Grey Goose ambassador Nick Mautone. Back in 2005, he set out to design a cocktail that spectators could drink in large quantities during the tournament.

Maultone picked up some honeydew melons for dessert one night and, while scooping them, he noticed how much they resembled tennis balls. This brainwave sparked the idea for what would later become the official drink of the U.S. Open.

Last year, Grey Goose says roughly 450,000 Deuces were sold at the Open. Priced at $23 apiece, they made for a roughly $9.9 million haul.

[Keep reading]

-Sophie, Writer

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Making MSCHF

Satan shoes (infused with real human blood).

A squeaky chicken bong.

Big red boots.

If there's one thing MSCHF knows how to do, it's going viral.

I'm a BIG fan of MSCHF. They're the walking epitome of doing cool sh*t, something we strive to do here at The Attention Seeker.

MSCHF (pronounced as 'mischief') was founded in 2016 by Gabriel Whaley and a group of creatives in Brooklyn, New York. From the beginning, the founders set out to create a brand around experimental art and design.

They first gained attention with their 'Jesus Shoes' in 2019. In case it's not obvious to you, these were Nike Air Max's filled with holy water (holy sh*t!). MSCHF gained even more notoriety when they released their 'Satan Shoes.' These were, of course, Nike's filled with real human blood.

So, what exactly is MSCHF?

The name MSCHF means 'Miscellaneous Mischief.' By playing around with elements of art, business, and tech, the rather mysterious collective aims to create unique and though-provoking experiences. They successfully challenge the status quo and inspire their fans to think about the world differently.

[Keep reading]

-Abdel, Social Media Coordinator

Trend Plug - Savannah, Slow Down!

This trending sound originates from one TikToker's compilation of Omarosa Newman's best moments.

(Just in case you haven't heard of her, Omarosa was on Season 1 of The Apprentice, and went on to work in the White House office of Donald Trump.)

The specific clip being used is of an argument between Omarosa and Today Show co-anchor Savannah Guthrie. In this clip, Omarosa calls Trump a liar, then Savannah asks why Omarosa worked for him, and Omarosa tells her to slow down.

Now, TikTokers are using this sound to quote times someone has questioned them. They're using it for situations like, 'You said he was cute? Show me a picture' or 'When I'm complaining about money and someone says, "So you don't want to go out?"'

How to jump on this trend: 

First, lip-sync to the sound. Then, use OST to describe a time you've needed to slow someone down because of a question they've asked you, or something they've done.

 A few ideas to get you started:

• You said you were going to snap back at your client? Why are you being so nice?

• When someone else tries to be mean to my intern. (I'm the only one that's allowed to do that).

• When I'm complaining about the coffee machine and my boss says, 'so, we should get rid of it?'

-Carter, Intern

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Ask the Editor

Q - I've just launched an app that solves a real need for people, which has been validated by initial launch customers. Now is the time to make noise but I've got a super modest budget. How can I get as many eyeballs on this as I can? -Andrew

Hey Andrew!

The best place to start getting the word out about your app is to begin creating organic content. I'd suggest using short-form videos, which you can put across TikTok, Instagram Reels, and YouTube Shorts.

Create highly targeted content that addresses the problems your audience is having and how your solution helps. Think about those early adopters you're hoping to reach, and tailor your message to them. Experiment with different ways of getting that message across and use your analytics to see what's working and what isn't.

If you have a bit of budget for a paid campaign, I would start by testing potential ad creative as organic posts. Once you've found what content resonates with your audience, you can put some ad spend behind it. (You may need to slightly tweak the content by adding a CTA.)

Since you will have already tested it against your audience, you can be fairly confident it will do well as an ad. Putting a little money into a paid campaign can help you get people to sign up or install your app faster than just promoting it using organic content alone.

- Charlotte, Editor ♡

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