PENN & TELLER: CREATING SOCIAL MEDIA MEGAPHONES

Growing Viral is a weekly newsletter that breaks down billion-dollar marketing strategies and shows you how to implement them.

Join 830+ other founders, CMOs and marketing professionals that receive it directly in their inbox every Sunday - it costs $0.

Morning friends!After a manic first week self-employed, I sat down to do some research for today's breakdown. I began reading about a bunch of different impressive marketing campaigns, but I just thought - these can't be replicated by people with small marketing budgets like myself. So, I set out on a quest...A quest to find a marketing campaign that is worth millions, but costs next to nothing. And I found one. This is one of the most simple (yet effective) marketing tactics I've ever come across - and it's easily replicable for 99% of businesses. I twisted the rules a little bit for this one. But trust me, it was worth it!Here's how Penn & Teller turned their audience members into social media megaphones...

Overview

Valuation: $400M (Source)

Revenue: $28 million (Source)

Penn & Teller are American magicians and entertainers who have performed together since the late 1970s. These two aren't just any old magicians though, they're the best of the best. In fact, they're the longest-running headline act in Vegas history. So yes, they're "top of the range" if you get what I mean. Truth be told, I went back and forth deciding whether it was fair to use magicians rather than a company for the breakdown. Then I saw their valuation and quickly realised they might as well be a company. $400M valuation - just crazy!

But I'm not here to talk about magic tricks. I'm here to talk about marketing.So let's get into it!

Breaking Down The Strategy

One of the biggest mistakes brands are making on social is overemphasizing their owned media and underemphasizing their earned media. You see, that mega audience you're building isn't just there to receive and absorb your content - but that's all you're using them for. Now, imagine if that big audience you were creating weren't just receiving stuff about your brand, but they were putting it out too.Imagine if they went from receptors -> megaphones.When you stop forcing info down your audience's neck and instead start utilising them, your socials go from 0 to 100 real quick (thanks Drake for that one). We've all heard about great referral programmes with newsletters (MY ARTICLE ON THEM HERE). Yet, no one is really talking about how to get your audience to work for you on social media.Well, today's your lucky day. Because Penn & Teller were masters at it.

But first, let's start with some context. Penn & Teller were born in the '40s and '50s, so social media was definitely not their gig. You were never going to see them jump on Instagram reels to do a quick trick. You weren't going to see them involve themselves in a trend on TikTok (or Vine back in the day).

So their social team had to find a way to utilise social media without focusing too much on their output of content and instead focusing on how they can get more people to talk about them. They had hundreds of thousands attend their shows each year. So, the challenge was to find how could they push the audience to post about the shows?The team started by analysing how magic shows usually go from the audience's perspective...You go to the bar and get a few drinks beforehand.⬇You go in and watch the show (photos & videos are forbidden)⬇Standard tickets leave - VIPs get a quick meet and greetWhen you look at how the shows are usually run you see no opportunity for the audience to actually get a good photo or video to post on social media.

The magicians are so busy trying to keep their shows a secret that they lose out on attracting new people to watch their shows.So step one for Penn & Teller was scrapping the idea of that "Phones are forbidden". They wanted people posting about their show. So much so that they began incorporating the audience's phones into their act. Their "Cell Fish" stunt is a prime example:In the stunt, they would ask someone in their audience to offer their phone up for the trick. The pair would then use the audience member’s phone as a video source and prop, and the participant is able to look at the video on their phone (post the show) and see how the trick is done."Yeah, great Niall someone gets to know how the trick is done... who cares?"Well, you're forgetting that humans are HORRENDOUS at keeping things to themselves. So, what do you think the audience member does with the video when they get home?Post it all over social media of course.With a quick search on YouTube, you will find hundreds of "Cell Fish behind the scenes" videos including this one with 100K views:

It's just a simple addition to their set, but it creates a huge ripple effect on social media. What are the chances of a Penn & Teller ad of the show getting 100K views on YouTube - probably no chance.The next change they made seems like nothing. But when I got to thinking about it, I had no idea why every performer doesn't do the exact same thing. As mentioned before, what happens at the end of most performances? The talent goes backstage and the people who paid a 300% premium for a VIP ticket get a 5-second slot to say hello. I understand the logic: Added service = More moneyHowever, this is purely short-term thinking. Yes, you get more money at the event. But at the cost of hundreds of people advertising your show for you online. At Penn & Teller shows they do something coined as "Handshake Social Media".

After every show, the pair adjourn to the lobby, where they sign autographs and pose for pictures until every single fan is satisfied. Not only is this a great example of humility, but in this age of moment sharing, every photo taken and uploaded creates awareness of Penn & Teller as a viable entertainment option in a competitive Vegas market.

Whilst your average magician earns a couple hundred pound extra for a few photos, Penn and Teller get:

• A viral "Cell Fish" video

• Videos and photos of the event on socials

• Selfies with them on Instagram, Twitter, Facebook, etc.

EVERY. SINGLE. SHOW.

Short term they lose out. Long term they win big.At the end of the day, what is more valuable...£1000 or 300 people sharing your show with their 2000 followers? I know which one I'm choosing.Now, I've talked a lot about the quantity of social posts that are generated from these marketing tactics, but the quality that goes with it is probably even more important.

You see, these aren't just random posts about being at the Penn & Teller show or a "Check-in" on Facebook (don't get me started on those!!!) These are 10/10 photos with super famous magicians. Just think about the side effects:

- FOMO

If a friend went to watch your favourite artist in concert and they stopped behind to take selfies afterwards what would you do? Get straight online to book a seat at their next concert of course.

- BrandingAfter reading this what are your thoughts on Penn & Teller? Chances are they're very positive. Artists staying behind to take a selfie with every single one of their fans? If that isn't great for their branding I don't know what is.

All in all, it's an absolute genius strategy from the pair. They turned their audience members into social ambassadors. All for £0 - beat that!It's also a great reminder to all of us, that social media was initially driven by consumers talking about companies, not companies talking to consumers.

Stop focusing on talking TO people.Start focusing on getting people to talk ABOUT you.

How To Implement It

This is where it gets tricky. You're marketing a company, not a magic act. Plus, you're no Penn & Teller (sorry to break your heart). But you don't need to be. You just need to see the macro of what Penn & Teller did. They simply gave people a photo opportunity and let them take it. So how can you do the same?There are two ways that spring to mind:

1. The Classic Photo Op

I think this is one of the most underutilised marketing tactics with restaurants and bars. In today's day and age, everyone is looking for a chance to get an Instagram photo. Give them the opportunity and they'll take it. Even I've fallen victim to it... See the photo below that I was peer-pressured into taking:

It's also such an easy thing for you to set up and incorporate into your business:

- One in your office so staff can post on LinkedIn.

- One at company parties to showcase great company culture.

- One at events for external people to post on LinkedIn.These are just off the top of my head, I'm sure you'll think of even better ones.

2. The Digital Option

Who needs an in-person photo op when you can just make one online?

• 63% of Snapchat's daily active users use AR filters.

• 200 million Instagram users use filters everyday (in Europe).

So, why not create a company filter that can be used by clients, staff, guests and anyone else who might want to use it.There is 1 thing you have to remember when doing both of these though:- It has to look amazing.

No one is posting on LinkedIn or Instagram if the background isn't actually cool. So before you think of ways to slap your branding all over it. Instead, put your focus on how you are going to create such a great photo op that people want to utilise it!That's all for today!

A little shorter this week, what did you think?

I can't build the biggest marketing newsletter in the world without feedback.

Click on a link to vote:

• 🔥 I loved it!

• 💁 It was good, but wasn't amazing.

• 👎 Not your greatest work Niall

This has been a breakdown of Penn & Teller's marketing strategy. I hope you have learned something and can implement a similar strategy in your business!

Don’t forget to subscribe to get next week’s breakdown straight to your inbox!