In this episode we interview Matthew Scales, Seafood Marketing Director at the Maryland Department of Agriculture, about how he uses creative campaigns to get people to eat invasive blue catfish.
What you'll learn in this episode:
- How a state agency turned a serious environmental problem into a memorable content story anchored in a blue catfish eating competition at the Maryland State Fair
- Why Matthew pushed the initial amateur contest idea further by partnering with Major League Eating, Maryland Lottery, Maryland Sports Commission, tourism groups, and local businesses to build a bigger moment
- Ways to engineer user generated content by inviting creators and competitive eaters who show up ready with phones, tripods, and engaged audiences
- How to think beyond traditional press releases and social posts and design events that naturally produce B roll, photos, blogs, and media hooks
- The mindset of saying “yes and” in brainstorms so you stack ideas instead of shrinking them
- Practical metrics you can use to judge a stunt style campaign: impressions, earned media, time on key web pages, and shifts in product movement
- How Matthew connects content performance back to real world outcomes like demand for blue catfish from processors and restaurants
Text us what you think about this episode!
