BrandHTC One
ClientFactory Media
SkillsStrategy, Planning & Activation

THE CHALLENGE

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.

HTC-One

THE IDEA

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. 

PR INTEREST

The project gave Selfridges and HTC One a unique attraction, high profile media coverage, plus content and activations to engage their target audience.

COMMUNITY & SOCIAL ENGAGEMENT

Meanwhile, the skate community benefited from an entirely free world-class indoor skate park in the centre of London. This attracted pro atheletes and influencers equally.

EVENTS & ACTIVATIONS

Proceedings started with an opening party well-attended by skate, fashion and media industry big hitters. This was followed by three weeks of free public use of the facility, free coaching sessions and a program of events, content and activations arranged by in-house teams.

THE ACTIVATION

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.

THE RESULTS
Video Views290,000 Organic View from outreach
Participants4,624 Skaters
Engagement140,000 minutes of engagement in content produced
Visitors14,929 Park visitors in a 3 week period
PR Value£12m across online and print coverage
Campaign Activation70%
Content Strategy0%
Marketing Strategy30%
ABOUT THIS CLIENT

Factory Media is a leading specialist in Action Sports, Outdoor Pursuits and Adventure Travel, they have over 32 years of heritage and experience in this world.

They conceive, create and deliver bespoke branded content and campaigns, distributed through an in-house publishing network, owned and operated channels, social audiences and client platforms.

Providing access and insight into the cultures of Action Sports, Outdoor Pursuits and Adventure Travel, their content is directed at an influential audience of over 385 million global fans every month.

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