Quick Read: Want to generate footfall or demand? Sometimes all it could take is a board saying “Access Restricted”.
Iceland is renowned for its fairytale landscapes, waterfalls and dancing midnight lights. But of all the places, an unusual site has become one of its most talked about destinations – a site of a plane crash.
Sólheimasandur beach in Iceland is a desolate site, but for the mangled remains of a US Navy’s C-117 aircraft. It was in November 1973 that the aircraft crashed at the site with the crew onboard having miraculously survived.
After the crash, the U.S. military removed everything that was salvageable in the aircraft and left behind the 10,000 pound shell by the beach. For over four decades since then nothing much happened around it.
The landowners of the site almost forgot about it and were perfectly content to let time and nature slowly eat away at the twisted wreck.
(Photo Credit: Eliot Stein. Source)
But steadily over the years it has become a not so well kept secret among photographers – who lent it an extra air of surrealism, by way of their documentaries and photographs.
In recent times it came to be used as a location for destination weddings. Not to be left behind Bollywood even managed to get Shah Rukh Khan to lean backwards, spread his arms while not forgetting to romance Kajol over its fuselage!
(Still from the song in Dilwale)
Hell even Justin Bieber skateboarded on the plane’s roof in a music video in November 2015.
Expectedly it led to a steady increase in visitors to the site and got people into driving all over the place with little consideration about the property around. So in March 2016 the landowners’ of the site decisively put up signs banning all access to the area.
…and then things started to go crazy!
(Google Trends showing a spike in searches for the crash site in March 2016)
All it took was a “No Entry” sign.
Now, hundreds of people every day are reportedly following GPS coordinates to a remote, unmarked gate on the side of the road and trekking four kilometers through a barren lava desert to try their chances at seeing the plane’s twisted remains.
How Hitchcock Got People To See “Psycho”
When Psycho hit theaters, critics weren’t given private screenings. Instead Hitchcock created buzz for the film by exerting an unusual degree of directorial control over the viewing experience of the audience.
Accordingly the showings of the film began on a tightly-controlled schedule in theatres in New York, Chicago, Boston, and Philadelphia. And a firm “no late admission” policy was put in place.
(A standee to announce No Late Admission policy for Psycho. Source)
Theatre managers initially balked at the idea, fearing financial losses. But Hitchcock had his way.
And he was right.
Long lines formed outside the theaters, pulled even more people in and Psycho went on to enjoy critical and commercial success.
Sydney Opera House says “Come On In”
Sydney Opera House is the most Instagrammed destination in Australia.
The challenge: Only 1% of those who upload a photo ever go inside.
Sydney Opera House found who these people were, recorded personalised invitation videos on the fly, and got them to step in to experience the Opera House from inside with exclusive access and perks.
See the case study video here
While it is definitely a smart intervention that effectively leverages relevant consumer touch points on the fly to get people to step inside, I wonder if the management of the Sydney Opera house had considered the contra idea.
…that of putting up a sign saying “Access Restricted”.
(Featured Image: Sólheimasandur plane crash site by Eric Cheng. Source)
