The Marketing Millennials Guide to Fan-First, Brand-Second Marketing with Dan Salkey and Dean Harrison | Ep. 335
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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.
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Align Campaign Consistently
- Sync every campaign touchpoint with consistent voice, tone, and brand story across channels.
- Ruthless alignment and obsessive storytelling across partners are essential to maintain campaign cohesion.
Power of Physical Collectibles
- Physical collectibles signify brand effort and affordable luxury, making campaigns more shareable and engaging.
- Collectibles invite fans into a brand's world and boost emotional and social participation.
Test and Honor Fan Preferences
- Use consumer insights and testing to identify the most exciting participation offers, like collectible cups.
- Ensure offerings honor the original fandom while remaining practical and desirable for daily use.