Surf the waves and net-the ever changing momentum of marketing

My local beach was turned into a marketing mecca-and one could have been forgiven for thinking Manly Beach had become Hurley Beach, as their branding was impressive, although some might claim invasive.
Apart from the obvious spectator stands that dominated the beach for two weeks with a towering TV screen for superb close-up shots of the action, they had even higher tech kiosks. There, spectators registered their contact details in return for a lanyard with a swipe card, which encouraged then to try their luck at about a dozen different venues to win merchandise. Those willing to share on Facebook or other social media sites probably stood a better chance of winning a Hurley hat or t-shirt; and crowds queued at the chance to become walking billboards.
Lower tech and more traditional promotions saw the beach dotted with Hurley sun umbrellas, They also commandeered a popular local café. replacing the usual cafe name with their own signage…Of course there were attractive young babes and dudes handing out promotional material and selling t-shirts, hats and re-usable water bottles. Another sponsor handed out sunscreen as an elderly local asked if they also had ear plugs for the rather loud music.
In the VIP tent, the average age seemed under 14 so it was no surprise that the beverage of choice was another sponsor’s energy drink, branded Monster. Meanwhile, another sponsor, Billabong,  announced job losses and profit falls at a press conference in the city. But, beachside, the waves of change in marketing created more than a ripple effect. And, this middle aged surfie chick took note.