Founded in 2012 by Scott Purcell and Frank Arthur, Man of Many is an Australian independent digital publication on men’s lifestyle.
Earlier this year, Man of Many partnered up with NBC Universal to create an immersive experience for the premiere of Argylle in Sydney. Featuring a curated guest list of more than 400 attendees, this red-carpet event was a masterclass in experiential marketing, featuring brand partnerships, luxury brand integrations, interactive experiences, and high-profile collaborations.
State of Digital Publishing (SODP) sat down with Frank Arthur to learn more about the partnership, Man of Many’s innovative approach to audience engagement that transcends digital interactions, and how digital publishers can apply the experience to foster deeper connections with their readers.
How does the collaboration between Man of Many and NBC Universal for the premiere of Argylle reflect a shift towards experiential marketing in the publishing industry?
The collaboration with NBC Universal for the Argylle premiere marks a pivotal shift towards experiential marketing, recognizing that consumers desire more than digital interactions – they seek authentic, tangible experiences. This partnership goes beyond storytelling; it immerses our audience in the narrative, fostering a deeper connection and setting a new benchmark for engagement in the digital era.
What strategic objectives does Man of Many aim to achieve through its partnership with NBC Universal and the staging of events like the Argylle premiere?
Our primary goal is enhancing audience engagement through unique, memorable experiences. In response to the evolving digital landscape and the dominance of platforms like Facebook and Google, we aim to diversify revenue streams. Events like the Argylle premiere open new avenues for brand partnerships, offering direct interaction opportunities for advertisers and showcasing Man of Many’s innovation, while fostering a strong, loyal community around our brand in the process.
What specific elements of the Argylle premiere event demonstrate Man of Many’s innovative approach to event management and audience engagement?
We crafted an immersive environment that mirrored the film’s theme, transforming the venue into a gateway to the world of Argylle, ensuring attendees were not just spectators but active participants in the experience.
Key to the event’s success was our curated guest list, which included Man of Many readers, members of the general public, and a select group from our network of high-profile figures, content creators, and influencers. This diverse assembly, boasting a combined social following of over 6 million people, not only enriched the event’s atmosphere but significantly extended its reach and impact through social sharing.
Luxury brand integrations, interactive experiences like live performances and DJ sets, and high-profile collaborations highlighted our brand’s versatility and commitment to innovation. These elements, paired with a strategic emphasis on social media amplification, highlighted our ability to engage audiences on multiple levels, both in-person and online.
Ultimately, the Argylle premiere wasn’t just about showcasing a film; it was about reinforcing our community, connecting with our audience, and demonstrating the power of innovative, experiential marketing.
In what ways does the success of the Argylle premiere showcase Man of Many’s ability to diversify its monetization avenues beyond traditional content creation?
This event showcased our ability to create unique partnerships and collaborations, not only with major film studios like NBC Universal but also with other relevant brands like Moët & Chandon and Jeep, while connecting them with some of Australia’s leading influencers and content creators. These collaborations present lucrative sponsorship and advertising opportunities that extend our monetisation capabilities. The integration of additional brands into the event, for example, not only elevated the attendee experience but also offered these brands a targeted platform to engage with a curated audience, leading to potential sponsorship deals and brand partnerships.
The Argylle premiere demonstrated the potential for leveraging our content and audience reach to create bespoke events that attract both our readers and new audiences. The curated guest list, including influencers and high-profile figures with a combined following of over 6 million, amplifies our content and partnerships, extending the reach and impact of our monetisation efforts.
Additionally, the social media engagement and content generated around such events provide us with valuable data and insights into our audience’s preferences and behaviors. This intelligence can be monetised through tailored content strategies and more effective brand collaborations in the future.
How does the Argylle premiere align with Man of Many’s broader engagement strategy, and what role do such events play in fostering a stronger connection with its audience?
The premiere aligns with our broader strategy of transcending digital content to offer immersive, real-world experiences, deepening our connection with the audience. Events like these are crucial for enhancing brand reach, fostering community, and gathering feedback, reinforcing our efforts to deeply connect with our audience.
What lessons can other publishers learn from Man of Many’s pivot towards incorporating marquee events and intimate experiences into its business model?
Leveraging the expertise of professionals is key; we utilized contract event planners for execution, allowing us to focus on areas of the event and promotion where our expertise truly shines. Additionally, the financial dynamics of events differ significantly from native content and display ads, often involving lower margins. This necessitates meticulous planning and leveraging relationships to reduce costs, ensuring profitability.
Partnerships and collaborations are crucial. By working with a variety of brands, influencers, and other media entities, we can amplify the event’s impact, broaden its reach, and introduce our publication to new audiences. These collaborations also present financial opportunities through additional sponsorships and advertising.
Embracing experiential marketing demands innovation and a willingness to take risks. Publishers should be adventurous, experimenting with different formats and themes to find what truly engages their audience. This innovative and flexible mindset is essential to stand out in a competitive market.
Content from our partners
The insights and feedback from hosting events are invaluable, offering a direct line to understanding audience preferences. This information can shape future content, marketing strategies, and event planning, ensuring publishers stay aligned with their audience’s evolving interests.
Finally, use your successful events as case studies to secure future projects with brand partners. Showcasing your achievements can open doors to new opportunities and collaborations.
Considering the evolving media landscape, how can publishers leverage experiential marketing initiatives like the Argylle premiere to enhance brand collaboration and community engagement effectively?
In the evolving media landscape, publishers can enhance brand collaboration and community engagement through experiential marketing initiatives by focusing on immersive, brand-aligned experiences that resonate with their audience. Strategic partnerships with like-minded brands can amplify reach and engagement, while leveraging content and social media can further engage attendees and extend the event’s impact. Collecting data and feedback is crucial for tailoring future strategies and demonstrating value to brand partners. Showcasing successful events as case studies highlights the effectiveness of such initiatives, attracting new collaborations.
About Frank Arthur
Frank Arthur is the co-founder and director of Man of Many. He has a background in design and a passion for innovation, style and creativity. Frank holds a Bachelor of Industrial Design from the University of Newcastle and a Master of Commerce with a major in Marketing International Business from the University of Sydney. Prior to founding Man of Many, Frank worked as a product designer for seven years designing products that include consumer goods, furniture, smart-city technology and sustainable public infrastructure.
