Instacart launches promotion with ‘90s rock group Third Eye Blind
Instacart is partying like it’s 1999, offering customers the chance to see a concert from a legendary ‘90s band and buy some exclusive merchandise.
On Thursday, Sept. 4, Instacart is hosting a free, first-come, first-served concert with rock group Third Eye Blind at Terminal 5 in New York City. The band will perform a full set, including its late 90s hit “Semi-Charmed Life,” which has also served as the soundtrack to the 2025 Instacart summer campaign.
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To enter the event, attendees will pass through a hazy, neon-lit ‘1999-themed tunnel and into a fully immersive space with snacks and drinks inspired by some of the decade’s most popular brands.
These include Slice Healthy Soda, with a Slice Lounge offering beaa bag chairs and vintage Third Eye Blind CDs and posters, as well as a Slice can-lined fisheye video booth.
In addition, the event will feature free snacks from brands popular in the late ‘90s including Frosted Flakes, Capri Sun, Lunchables, Mike and Ike, Ring Pop, and Dunkaroos, A curated collection of 1999-style fashion pieces will be offered courtesy of Venmo, and a Third Eye Blind merchandise booth will sell official band gear, including exclusive items available only at the show.
Attendees will be able to make purchases using Venmo throughout the event. Members of the Instacart+ paid subscription program will have exclusive access to customized tees and tote bags, as well as a dedicated line for faster entry.
“Adults are craving the carefree summers of their youth, and Instacart has helped bring those vibes home,” said Laura Jones, chief marketing officer at Instacart. “With our ‘Summer Like It’s 1999’ campaign, we delivered the snacks, sights, and prices of the 90s – all in one cart. Now, we’re ending the season with an immersive, one-night-only concert with Third Eye Blind, bringing the campaign to life and celebrating the best of our favorite summertime pastimes.”
Customers age 21 and older can RSVP for the event through an event page on the Instacart site and app. Registration along with the Instacart app is required for entry.
Retailers team with musical performers
Instacart is taking part in an increasingly popular trend of retailers entering promotional collaborations with performers from rock, as well as pop music and rap.
For example, 7-Eleven is partnering with veteran punk rockers Green Day to unveil a new limited-time flavor of its Slurpee drink and has been partnering with the group to sell the proprietary “Punk Bunny” coffee brand at its stores since 2024.
Ulta Beauty recently became the official beauty and retail partner of pop superstar Beyoncé’s “Cowboy Carter Tour.” Following its exclusive launch of Beyoncé’s Cecred hair care line, Ulta will provide customers exclusive access to Cowboy Carter Tour-inspired beauty looks, curated product assortments, immersive experiences, and Beyoncé’s beauty brands.
And coastal-themed apparel brand Vineyard Vines has teamed up with both the Zac Brown Band and Grateful Dead to release limited-edition apparel capsules.
"Whether you were blasting Third Eye Blind on your boombox back in the day or you’re just here for the ‘99 time warp vibes and era-specific giveaways, this is your chance to experience a concert that feels like one from the past," Instacart said in a corporate blog post. "So grab your glow sticks, bring your best throwback fit, and get ready to party like it’s 1999 – again."
