Canadian rapper Drake has responded to Sydney Water’s social call out via It's Friday
Just one day after Drake shared a viral video of him throwing an orange slide at a drone supposedly spying on his Crown Towers penthouse, Sydney Water has stepped forward with an Instagram post apparently featuring the slide and a reminder to keep Sydney’s waterways beautiful.
The Instagram post, which the agency shared last Friday, features a video that opens on Crown Towers.
The camera quickly shifts to a rocky harbourside ledge, where the orange slide is seen washed up on the shore. A gloved hand picks up the slide.
The caption reads, “Hey Drake, this yours?? Hope you’re enjoying our beautiful city – but let’s keep it that way.”
It then invites Drake to pick up the slide at Sydney Water’s reception desk, where he can also enjoy a complimentary ‘Warragamba Slammer’, a bottle of Sydney Water.
Drake shared the Sydney Water video with his 143 million Instagram followers the next day, further fuelling the growing online global conversation.
Tapping into the virality of Drake’s original post, Sydney Water’s response garnered millions of views, shares and comments, as well as national news coverage in just two days.
Sydney Water digital marketing manager Tim Barrett said big cultural moments that are relevant to a brand don’t come along every day,
“So when they do, you have to move with lightning speed,” he said.
“That’s exactly what It’s Friday and the team have done, and the results reflect the power of that agility.”
It’s Friday co-founder and CCO Vince Lagana said praised Sydney Water for its quick thinking.
“Credit to Sydney Water for jumping on the opportunity instantly,” he said.
“The response was unbelievable.”
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