We were challenged to create a stand out launch campaign to promote the M8. The campaign needed to engage 18-34 yr olds across a range of passion points including; sport, fashion and design. The key objective was to generate a 10x return on the campaign through PR and media exclusives.
We teamed up with Selfridges as part of their Board Games promotion. Working with key fashion designers and creatives, we conceived and with key partners built a skate park based on iconic London skate spots. The whole park was HTC One branded and the park opened to coincide with the launch of the tech giant’s M8 smartphone. At the time the park was the largest indoor skatepark in the UK, built within the former Selfridges hotel, just off Oxford street.
The team I managed delivered all the outreach for PR, content managment across O&O, social and print, full campaigns delivery during the event, plus insights and analysis support. Paid media campaigns were utilised to raise awareness prior to the skatepark launch. Out reach was employed to get buy in from key skate, design and fashion media as well as Nationals and Dailies. Campaign optimisation was employed around video production, events and social content. Tracking PR exposure and social reach was utilised to optimise performance of the campaign and for use in a comprehensive PCA. A brand uplift study was also commissioned.