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John Doe

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

 

THE BRIEF

Absolut teamed up with UBER to offer a once in a lifetime, 24 hour party experience as part of their #AbsolutNights ‘Best nights happen out of the blue’ summer campaign. Our role included developing the PR strategy, engaging an event host for the experience and running media outreach pre, during and post event.

 

THE RESPONSE

We kicked off the campaign with a teaser release instructing consumers to sign up via Uber and have a passport, friend and bag ready. The destination was kept a secret and the only content shared was an image showing an Uber Jet. As anticipation increased on social on the day of the trip, we utilised the buzz to place additional stories, sharing highlight tweets and pictures of the winners as they were selected.

 

For the trip itself, we partnered with Absolut mixologist Rico Dynan with TV and radio presenter Arielle Free to host the trip, from greeting the winners on the Uber jet to keeping the party going til sunrise. The 24 hour experience was filmed and seeded to media, generating a final wave of coverage showcasing how the ‘Best nights happen out of the blue’.

 

THE RESULTS

We achieved 73% above target deliverable, reaching over 96m across trend, consumer lifestyle, marketing and regional media. There were approx 30,000 sign-ups to the competition and #UberJet trended on Twitter on the day of the competition and had over 900k views on the recap video.

 

 

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