AGENCY: MMGY GLOBAL
CLIENT: VISIT MYRTLE BEACH
Redditors f***ing hate ads. Brands that try to advertise on the platform are met with thousands of downvotes. And don’t even think about leaving the comments section open. In fact, Redditors hate ads so much there are entire subreddits dedicated to their fits of rage over them. So when Visit Myrtle Beach wanted to reach a new audience and advertise on Reddit for the first time, we knew it couldn’t be just another ad.
We decided to meet Redditors on their turf and beat them to the punch. We “fired” ourselves (the agency) and let AI (the scandalous hot topic of the summer) take the reins creating the next campaign for Visit Myrtle Beach. The “campaign” consisted of bizarre images we created using the AI platform Midjourney paired with sarcastic copy clearly poking fun at ourselves. When Midjourney spat out a logo that misspelled “Myrtle Beach” as “Mitarry Best” we went all in on the destination “rebrand” while subtly mentioning selling points of the real Myrtle Beach.
And of course, we left the comments section open ;)
AWARDS –
American Advertising Awards, Kansas City Regional - Integrated Campaign: Silver; Social Post: Silver
eTourism Summit (eTSY) Awards: Best Use of Innovative Marketing in a Campaign
Case Study
While scrolling the Megathread, Redditors could click off to a dedicated listicle-style landing page written entirely by ChatGPT. Readers spent 172% MORE TIME on site than average compared to time spent on VisitMyrtleBeach.com.
Landing Page
