Home Technology Why do big marketing companies come to small towns?

Why do big marketing companies come to small towns?

50
0

Binge’s latest ad campaign was hard to miss House of the Dragonprequel to the wildly popular Game of Thrones series. The inevitable three-month effort, which ends this month, is gone Federation Square in Melbourne, a ice cream shop in Newtown, and toured Australia with the traveling Iron Throne, among other activations.

“At every touchpoint, around every corner and in every channel, people will see and hear about dragons,” Binge CEO Alison Herbert-Burns said at the start of the takeover.

House of the Dragon is the biggest TV show of the year, so naturally we wanted to expand our campaign.”

With the help of agency partners Thinkerbell, Mindshare, We Are Social, Wonder and Habitat, Binge delivered its biggest campaign since launching in 2020.

But before flying through the city center, House of the Dragon the promo started in the much quieter Victorian town of Anglesey.

House of the Dragon visits Anglesey

Located at the start of the Great Ocean Road, where “the bush meets the sea”, Anglesey has a population of just over 3,000, according to latest population census. Several thousand more vacationers usually head to this popular spot in the summer.

On a cold winter morning on Thursday, August 18, a mysterious four-meter-high dragon egg appeared on the shores of the main beach.

The stunt caught the attention of social media, fueled by a series of videos on Instagram and TikTok by Matt “The Outback Wrangler” Wright, which showed him “opening” an egg.

Once news outlets started reporting the story, Binge quickly moved the egg to Federation Square for the next installation.

@mattwrightau Transport a dragon egg to Melbourne without hatching? Don’t worry, she will be right! Thanks for the helping hand @binge #House of the Dragon #ad ♬ original sound by Matt Wright

The Targaryen Egg by the Sea isn’t the first time a large-scale branding campaign has landed in regional Australia.

Amazing eye drops of Jass

Netflix Amazing eye the 2018 press tour included a stop in rural New South Wales, Yass, where the Fab Five filmed a mini-episode for social media.

The name Yas is believed to be derived from the Aboriginal word ‘Yharr’ meaning ‘flowing water’. a strange eyemarketing team, which also included We Are Social took a different interpretation.

For anyone familiar with the series, the location was a symbolic nod to cast member Jonathan Van Ness’ penchant for the ballroom culture catchphrase “queen of yasa.”

Daft Punk in Wee Waa

And who can forget when, in 2013, Daft Punk, one of the most influential groups in dance music history, released an album in the 2,000-strong Wee-Waa.

News outlets and social media users couldn’t stop wondering: Why Wee Waa? The place was unfamiliar even to most Australians.

But the incessant speculation was itself the answer. Without even having to attend a party in Australia’s cotton capital, the French duo earned media coverage around the world.

Cities versus small communities

At its most simplistic level, bringing these big names to sleepy towns creates talking points, says Dr Susie Hammis, senior lecturer in public communication at the University of Technology Sydney.

“On the one hand, these are global, very cosmopolitan, very ‘now’ brands, if you will, and to see them somehow just land in these regional outposts, it’s a bit alien: something exotic, something super glamorous and famous. It’s just that this anomaly is making noise,” she says.

“When there’s an element of intrigue or secrecy, you also motivate people to do a little more research, Google and think deeper. This kind of work is very important to create an investment in history.”

Brand exposure in densely populated areas may seem like an obvious choice for marketers. But all three of these examples make a compelling case for the whimsical alternative.

“If they just went downtown, it wouldn’t necessarily have the same ‘wow factor,’ because usually we’re used to seeing our downtowns filled with that kind of glamor or slick marketing,” Khamis says.

Brands can still reach urban people and the wider public while visiting smaller towns, and perhaps with less hassle and a smaller budget. In the case of House of the Dragon In fact, the target was a large social media audience, not locals snapping pictures on their phones.

“It didn’t take long for the news to spread and get the attention of fans across the country, which was always our goal,” a Thinkerbell spokesperson tells us. Marketing.

Tourism brings money

In terms of who is the ultimate beneficiary of these companies, it’s “multi-layered and complex,” Khamis says.

“There’s a kind of economic and cultural logic at work here because, for example, the more centralized tourist offices are really trying to open tourists’ eyes beyond the obvious visits and attractions.”

“The local tourism offices will no doubt be happy when things like this happen because it brings a lot of positive energy and attention to these remote areas,” she adds.

After Amazing eye came to Iasi, its mayor said ABC there was an influx of day-trippers who invested money in the local economy. So cafes began to open on Sundays.

It was essentially a free marketing campaign for the city. even today Tourism in the Yas Valley continues to thrive Amazing tinerarium eye.

For now House of the Dragon, Strange Eye and Daft Punk’s campaigns were unique, all attracting tourists, locals, overseas fans and the brands themselves to the spectacle.

Organized, a large company in a small town can be a win-win for many stakeholders. This story has stuck in the minds of otherwise distracted consumers and has the potential to live on like Wee Waa’s site almost ten years later.

https://www.marketingmag.com.au/featured/why-do-big-marketing-campaigns-come-to-small-towns/

Previous articleMark Wahlberg-backed F45 is facing a takeover bid
Next articleJulie Bishop, Phoebe Burgess, Natalie Barr at the Women’s Weekly Women of the Future Awards