The story of a fake country and a Harry Styles music video.
Harry Styles has become one of my generation’s most iconic performers. His trendy clothing, catchy songs, and message to “Treat People with Kindness” are all parts of him that attract people to his music. Where his originality and genuineness are enough to encourage people to follow him, as a PR major, I have had a lot of fun analyzing the different ways he has promoted his music.
Perhaps the most underrated campaign he has done was for the release for his 2019 track, "Adore You". When rumors of the music video started on Twitter, Harry fans started scavenging the internet for hints of some sort of release. What they found was advertisements and promotions for a faraway island named “Eroda”.
However, when fans looked up this vacation spot, there was no evidence of Eroda being a real place. It was hard to deny it when posters and pamphlets were spotted across the country. Soon after the discovery of the advertisements, an official Instagram, Twitter, and website were created, highlighting the different places and events taking place on the island. Easter eggs were spread throughout the taunting messages posted on the promotional website and social media.
Travel brochure for Eroda spotted in an NYC Barnes & Noble.
A Facebook event was created for users to check-in to "Sail to Eroda".
But everyone had the same two questions. First, why would someone create a fake country and promote it? Second, what does this have to do with Harry Styles?
After weeks and weeks of speculation by Harry fans, the Eroda account launched a trailer for the "Adore You" music video. People. Went. Crazy. The amount of planning and marketing concepts put into the release of a singular video drew fans and haters alike to the official release of the song and video.
The cherry on top was the dead giveaway that Harry fans missed while searching for clues... Eroda is "Adore" spelled backwards!
The music video features Harry and his journey in Eroda. Watch the extended version here:
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