Generating Pre-Launch Buzz
In keeping with the theme of our recent post about the unexpected, a construction site near our office has deployed some unconventional branding tactics that are worth reviewing.
Our office, proudly located in “Live Free or Die” New Hampshire, sits across from a hotel and restaurant that have changed ownership several times. Everyone around town knows this property has been less than stable, so when the latest developer took over, they decided to embrace the existing perception and turn it into a positive.
The hotel is in a high-traffic area adjacent to The Amoskeag Fishways, better known around town as ‘the falls.’ When the new developer started working on the property they posted a large sign, and a number of smaller signs, that read ‘WhatsUpAtTheFalls.com.’ This is certainly unexpected and unique for a construction site. Yet it makes perfect sense given the history of the property and the number of cars that pass by each day.
‘WhatsUpAtTheFalls.com‘ includes a project overview, status, photos, press coverage, contact info and a live camera view of the construction site.
Congratulations to the Roedel Companies and Alta Properties for this creative approach to generating buzz for this project.
Regardless of the industry, what are the unexpected tactics you use to intrigue and educate consumers?
Brady Sadler is the VP of Business Development & Marketing at GY&K. Connect with him on Twitter @BradySadler
