The Marketing Millennials Guide to Fan-First, Brand-Second Marketing with Dan Salkey and Dean Harrison | Ep. 335
8 snips
Jul 30, 2025 
Dan Salkey, founder of Small World, and Dean Harrison, Senior Director of Social at Subway, dive into Subway’s innovative campaign tied to Happy Gilmore 2. They dissect how nostalgia can be potent when paired with intentional marketing strategies. The duo explores the importance of cohesive fan engagement, the comeback of beloved characters like Shooter McGavin, and the creative blend of humor with cultural relevance. They also highlight the role of social media in keeping brands relevant in today's fast-paced landscape.
AI Snips
Chapters
Transcript
Episode notes
Subway's Iconic Happy Gilmore Placement
- The original Subway placement in Happy Gilmore worked because it was loud, funny, and unexpected, blending perfectly into the story.
- Subway became part of the film's cultural fabric, making people remember the feeling, not just the product.
Nostalgia as a Marketing Catalyst
- Nostalgia drives comfort in an absurd world and serves as a powerful branded entertainment tool.
- However, effective campaigns go beyond nostalgia by creating immersive, participatory experiences that extend emotional connections.
Build Stories, Not Sponsorships
- Build a brand story that engages audiences culturally, not just sponsor for nostalgia's sake.
- Create a 360 campaign with consumer-first touchpoints to make fans participants, not passive viewers.