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John Doe

Core disciplines: Branded content, Digital, Public relations (PR)

 

THE CHALLENGE

Support the launch of Absolut’s collaboration with immersive theatre specialists Punchdrunk with a PR and influencer programme which positions Absolut at the forefront of technology and culture, pushing boundaries with trail blazing collaborations and driving sales of the Absolut Warhol Limited Edition in mainstream retailers.

 

THE SOLUTION

Absolut partnered with Punchdrunk to create their first ever digital experience via an interactive app game called Silverpoint.  We created a three phase campaign which followed the journey of the game as it took players from the digital world, to the real world, culminating in a finale experience. Ahead of the app launch, we created a teaser campaign including mini Instagram projectors with cryptic images, coded press releases which were physically delivered and mysterious phone calls – all designed to engage key journalists and influencers, driving pre-awareness of the collaboration.

Content was then seeded to launch the app in consumer lifestyle, tech and marketing press – increasing awareness of the game and driving downloads. Alongside media activity, we ran a street art collaboration with artist Josh Stika who transformed a wall in East London with key campaign imagery over the course of the campaign. Five London photographers captured the evolving street art, sharing the content with thousands of engaged London fans across their social channels. Over 15 of our most engaged journalists made it through to the finale experience where they reviewed the experience for feature pieces.

 

THE RESULTS

The gift packs and street art collaboration resulted in over 64 social posts reaching over 5 million followers. The Silverpoint game was featured in over 60 pieces of coverage, supporting overall downloads of the game which reached over 20,000.

 

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