Sometimes working for an underachieving team, or someone in a smaller market, or a niche property gives you the freedom to push the edge that more mature and sometimes staid properties may not have the ability to do.
And so again go our friends at the PBR, who this week unleashed a fun and disruptive media campaign across The Nation’s Capital which will bring some buzz, and a little edginess, into the end of Washington summer. The circuit, which will be entering the DC/Fairfax market on September 22-23), needed to find a way break through the clutter to generate awareness in a cluttered media environment.
So what did DC and bull riding have in common? Yeah, you know it. Let’s call it superfluous excess that can be avoided; or maybe just plain old BS.
The buzz-worthy campaign officially breaks this week on DC metro subways (250 cars) and buses (18 Super King buses). All told, nearly five million impressions are targeted just with the ads, and social is starting to buzz. However even with all the tongue in cheek humor, the ad has already been banned from one building near the Capitol.
It’s also interesting to see that the actual building where the event is being held, The Eagle Bank Arena in Fairfax, is also out of the ad. It’s probably good that those left behind to clean up if anyone is offended stay clear of the campaign.
In the end, it’s a very funny and a little edgy play by the PBR, who usually have played it straight up to appeal to a conservative demo. What’s really great about the campaign us it kays no politics, and speaks to a pretty clear theme for both sides of the aisle. How many from The Hill will make the trip to check out the action? Who knows for sure, and PBR events like this usually are solid draws with a core demo from a wide area. What’s great is that it is a buzz driver at a time when DC would normally be all about redskins, the Stanley Cup Caps returning to play, a little Wizards buzz and even more opining about the disappoint Nats. Then you factor in the new home of the DC United, all going on at schools like Maryland and scores of activities for all ages for the fall, and you have a crowded calendar.
Would a casual fan even think twice about PBR without the campaign? Tough to say. Now, the event is in a wider conversation, love it or hate it, and that conversation and buzz is what can make the difference not just in attendance, but in awareness.
Lighten up DC, there’s enough bull to go around. Well played.
