Its a split between PAN bossman Bill Kouligas aka Family Battle The first release on PAN - originally released on vinyl in 2008 - finally available on digital. 2008 - Live At Borealis Festival (CDr, Ltd, Album) 0:41:53 192 kbps. Kouligas channels Eliane Radigue, Charles Dodge for his brace of darkly radiant, undulating contributions - for all their surface noise, these are fundamentally meditative, even spiritual works, designed for deep listening. It is packaged in a pro-press jacket which itself is housed in a two-tone silk screened pvc sleeve with interweaving geometric designs. SmartCompany contacted the Hawks for further comment but did not receive a response prior to publication.All artwork by Kathryn Politis and Bill Kouligas. “Hopefully we haven’t scared too many people off a BBQ by the Yarra.” “We wanted everyone to know that it’s September and the Hawks are on the attack, and hopefully we’ve succeeded,” the spokesperson said. In a statement, a Hawthorn spokesperson said the aim of the video is “to create a real buzz around the launch of our seventh consecutive finals campaign and really get people talking”. “Any brand can make highly shareable content, but the viral side requires a lot of time and effort,” he says. ‘Hawk drops snake on family’ – it’s an idea that’s compelling and condensed.”īusinesses hoping to get in on the viral game might find it time-consuming, as Christison says there’s a significant difference between shareable and viral content. “Secondly, it has to be short, snackable content with an effective hook.
That comes down to a basic story with a beginning, middle, and ending,” Christison says. “Firstly, you have to treat these things like entertainment. This is one of Christison’s “key learnings” when it comes to doing viral videos right, which he has picked up over the company’s extensive viral marketing experience. “Imperfection can be allowed to slip through the cracks as it creates discussion and debate.” In this case, it was a bit of shonky CGI work which gave it away,” he says. “The video has to have some unbelievable aspects to it, as the conversation and debate about it propels it moving forward. “It just shows the potential Hawthorn didn’t have that much ad spend but they’ve reached millions,” Christison says.Ĭhristison welcomes the debate over the videos’ authenticity as he believes creating a debate about the video is a key part of viral marketing. This alludes to Hawthorn’s impending finals match with Geelong next Friday, and the video itself is promoting the club’s ‘Embrace the Hunt’ theme.Ĭhristison believes viral marketing gives brands an opportunity to reach a massive audience even when working off smaller budgets, saying working on them is “really exciting”. The video itself is not immediately obvious as marketing for the AFL team, with the only clue (apart from the hawk itself) being a Geelong Cats sticker on the family’s esky. “They contacted us about using viral videos to create some buzz about their finals campaign, with the key objective of getting the Hawks in the news.” “We had a pre-existing relationship with the Hawks, but we haven’t had the opportunity for a project with them until now,” Christison says.
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