On January 25, 2011, President Barack Obama gave his State of the Union address. Usually this would have little or no impact on our internet marketing day-to-day, however, a particular segment of his speech stood out with respect to one of our clients – Bradley Smoker – and started a sprint to create a memorable marketing campaign.
What did the American President say that was so exciting?
We live and do business in the Information Age, but the last major reorganization of the government happened in the age of black-and-white TV. There are 12 different agencies that deal with exports. There are at least five different agencies that deal with housing policy. Then there’s my favorite example: The Interior Department is in charge of salmon while they’re in fresh water, but the Commerce Department handles them when they’re in saltwater. (Laughter.) I hear it gets even more complicated once they’re smoked. (Laughter and applause.)
When it comes to smoked salmon, Bradley Smoker happens to be a lot of fun. Adam pitched the idea of the Department of Smoked Salmon and his rough drafts at the Maple North art department the day after the State of the Union, the three of us started on what might go down in the books as the project of the year.
We created a landing page, press release, banner ads, official seals & buttons and launched the Department of Smoked Salmon less than 8 hours later. The badges and buttons have become a Bradley Smoker forum favourite. You can spot them in board signatures!