Strategy, Planning & Activation
HTC ONE – 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.
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 project gave Selfridges and HTC One a unique attraction, high profile media coverage, plus content and activations to engage their target audience.
COMMUNITY & SOCIAL
Meanwhile, the skate community benefited from an entirely free world-class indoor skate park in the centre of London. This attracted pro athletes 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 team I managed delivered all the outreach for PR, content management 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. Outreach 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. By tracking PR exposure and social reach we were able to optimise the performance of the campaign and formed the basis of a comprehensive PCA. A brand uplift study was also commissioned.
290,000 Organic Views from outreach
140,000 minutes of content engagement
14,929 Skate park visitors in a 3 week period
£12m across online and print coverage
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.