THE ROCK WFK
Igniting Buzz and Navigating Controversy at SXSW
Client: Bang With Friends (later Down App)
Agency: Crown Social
Challenge:
Bang With Friends, a new and provocative social networking app, aimed to make a significant splash at SXSW and beyond. The app, designed for anonymous hookups with Facebook friends, needed a bold marketing strategy to generate buzz, acquire users, and manage its public image amidst potential controversy. The ultimate goal was to grow its user base and eventually rebrand to the "Down App" to broaden its appeal.
Solution:
Crown Social partnered with Bang With Friends to execute a guerrilla marketing campaign at SXSW that was both audacious and effective in generating attention. Our efforts included:
- High-Impact SXSW Activation: We deployed a memorable, on-the-ground campaign at SXSW, driving around in a golf cart and distributing condoms to attendees, directly engaging with the target audience in a playful and provocative manner.
- Edgy Guerrilla Poster Campaign: We designed and placed semi-risque posters throughout the event, which, while ultimately censored and taken down by event promoters, successfully created a stir and sparked conversation.
- Strategic Media Relations: The controversy surrounding our posters caught the attention of Fast Company, which published a story about the app and its bold marketing tactics. This unexpected media coverage provided a significant boost in visibility and propelled "Bang With Friends" into the public consciousness.
- Social Media Monitoring and Analysis: We utilized tools to monitor mentions and analyze conversations around "Bang With Friends," tracking discussions and sentiment during key events like SXSW.
- Rebranding Strategy Support: We supported the strategic decision to rebrand as "Down App," recognizing its potential to mitigate controversy and appeal to a wider demographic, particularly women.
Crown Social's unconventional and high-impact marketing strategy successfully launched "Bang With Friends" into the spotlight. The SXSW campaign, despite its controversial elements, generated immense buzz and media attention, including a pivotal feature in Fast Company, which significantly contributed to the app's initial user acquisition and brand recognition. The subsequent rebranding to "Down App" allowed the product to mature and expand its market reach.
Key Takeaways:
This case study demonstrates Crown Social's ability to:
- Design and execute bold, attention-grabbing marketing campaigns, even in challenging and controversial environments.
- Leverage guerrilla tactics to generate significant media coverage and public interest.
- Navigate and capitalize on controversy to achieve client objectives.
- Support strategic rebranding initiatives for long-term growth and market expansion.
Client: Bartell Drugs
Agency: Crown Social
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