The Marketing Millennials Podcast Summary
Episode: Guide to Fan-First, Brand-Second Marketing with Dan Salke and Dean Harrison | Ep. 335
Release Date: July 30, 2025
Host: Daniel Murray
Guests: Dan Salke (Founder and Strategy Partner at Small World) and Dean Harrison (Senior Director of Social Media at Subway)
Introduction
In this dynamic episode of The Marketing Millennials, host Daniel Murray welcomes two distinguished guests, Dan Salke and Dean Harrison, to discuss Subway's innovative marketing approach centered around the upcoming release of Happy Gilmore 2. Breaking the usual format, this episode features a dual conversation, offering listeners a comprehensive insight into fan-first, brand-second marketing strategies.
The Happy Gilmore 2 Campaign
Daniel Murray kicks off the discussion by probing into Subway's strategic alignment with the Happy Gilmore franchise.
Dean Harrison (04:30):
"The original Happy Gilmore and Subway moment wasn’t just good product placement. It was perfect cultural placement—loud, funny, unexpected, and integral to the story."
Subway's latest campaign leverages this cultural connection by fully embedding the brand within the Happy Gilmore 2 universe. This includes film integration within restaurant promotions and creating a digital ecosystem named "Happy Place," where fans can engage deeply with the campaign. Prizes range from substantial Subway cash prizes to unique items like a Mountain Dew golf cart, all designed to resonate with both nostalgic fans and new audiences.
Nostalgia vs. Fan-First Marketing
The conversation delves into the role of nostalgia in modern marketing.
Dan Salke (05:22):
"As the world gets more absurd and hard to take in, we tend to look for comfort in nostalgia and escapism."
While nostalgia serves as a powerful tool, Salke emphasizes that Subway's approach transcends mere sentimental longing. The campaign aims to build a living, breathing world that honors the original film while creating new touchpoints for engagement. Dean Harrison adds that the campaign isn't just about reliving the past but about moving the story forward, integrating Subway seamlessly into the new narrative.
Execution Challenges
Implementing such a multifaceted campaign comes with its set of challenges.
Dean Harrison (10:22):
"Scaling is really important. We have to ensure the campaign shows up everywhere with the same voice and energy."
Coordinating across 22,000 Subway restaurants in the U.S. and Canada required meticulous planning. From designing collectible cups to ensuring consistent messaging across various channels (social media, in-store promotions, digital ads), the team had to maintain uniformity. Collaboration with multiple partners, including Netflix and Dentsu, was crucial to uphold the campaign's integrity and cohesiveness.
Collectibles and Shareability
The episode explores why collectibles are becoming integral to modern marketing.
Dan Salke (17:00):
"Creating something tangible that reflects the brand's essence invites consumers to participate more deeply."
Subway's collectible cups serve as more than just promotional items; they embody the campaign's spirit, making them inherently shareable and desirable. Salke highlights that such efforts demonstrate the brand's commitment, moving beyond digital content to offer physical memorabilia that fans can own and showcase.
Brand Characters and Fandoms
A resurgence of brand characters is noted, with brands like Subway revitalizing iconic figures to enhance brand awareness.
Dan Salke (25:53):
"There's a return to more absurd, silly, escapist marketing where brand characters play a pivotal role."
Subway capitalizes on this trend by reintroducing Shooter McGavin as a dynamic antagonist to Happy Gilmore, deepening the narrative and fostering a playful rivalry that resonates with fans. This strategy not only honors the original film but also creates new layers of engagement for contemporary audiences.
Social-First Strategies and Fandom Mapping
Modern marketing necessitates a strong social media presence, and both guests advocate for social-first strategies.
Dean Harrison (43:36):
"Social is the future for understanding key business decisions, traffic patterns, and consumer behaviors."
They discuss the concept of fandom mapping, a method to identify and engage with the various fan communities that align with the brand. By leveraging social listening tools and AI-driven research, brands can pinpoint niche interests and tailor their campaigns to meet the specific desires of these groups, ensuring higher engagement and relevance.
Future Directions for Subway
Looking ahead, Subway aims to build on the momentum of the Happy Gilmore 2 campaign by fostering continuous cultural integration.
Dean Harrison (41:03):
"Happy Gilmore 2 is the launching pad for us to ingratiate ourselves into culture in a bold, playful, and authentically connected manner."
The goal is to establish a sustainable pipeline of culturally driven partnerships and consumer-first experiences, ensuring Subway remains a vibrant and relevant presence in the competitive fast-food landscape.
Final Thoughts and Marketing Insights
As the episode concludes, both guests share their core marketing philosophies.
Dan Salke (43:40):
"The more boring the category or the brand, the easier it is to do entertaining creative work."
Dean Harrison (43:36):
"Social is the future. It's essential for understanding consumer behaviors and driving brand engagement."
Their insights underscore the importance of blending entertainment with strategic brand positioning, emphasizing that even well-established brands like Subway must continually evolve and innovate to maintain their relevance and connection with audiences.
Connect with the Guests
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Dan Salke:
- LinkedIn: Dan Salke
- Website: www.smallworld.com
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Dean Harrison:
- LinkedIn: Dean Harrison
Thank you for tuning into this episode of The Marketing Millennials. For more insightful conversations and marketing strategies, subscribe to the podcast on Apple Podcasts, Spotify, YouTube, or your preferred platform.