Sydney Water’s quick thinking turns Drake video into a marketing win

Sydney Water has found itself at the centre of a global viral moment after a clever Instagram post referencing a video by rap superstar Drake captured millions of views, proving the power of fast, culturally relevant brand marketing.

The response, orchestrated by creative agency It’s Friday, came just a day after Drake shared a now-viral video of himself throwing an orange slide at a drone allegedly spying on his penthouse at Crown Towers in Sydney.

Seizing the opportunity, Sydney Water posted a video showing the same type of orange slide washed up on the harbour, accompanied by a cheeky caption inviting Drake to pick it up at their reception - along with a complimentary bottle of Sydney Water, dubbed the ‘Warragamba Slammer.’

Drake’s response was swift. The rapper shared Sydney Water’s post with his 143 million Instagram followers, instantly propelling it into viral sensation. The exchange has since racked up more than 7 million views on Sydney Water’s account alone, along with some 92,000 shares, 2,000 comments and nearly 300,000 likes.

Tim Barrett, Sydney Water’s digital marketing manager, credited the speed of execution as key to the post’s success.

“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. That’s exactly what It’s Friday and the team have done, and the results reflect the power of that agility,” Barrett said.

The post has also been picked up by mainstream news outlets including Forbes and Channel 7’s Sunrise and other brands such as Uber and Big W have since joined the online conversation.

Vince Lagana, CCO and co-founder of It’s Friday, said the quick response was key.

“Credit to Sydney Water for jumping on the opportunity instantly. The response has been unbelievable.”