Client: Evian (White Plains, NY)
PR agency: Syndicate Media Group (New York)
Campaign: Live Young
Duration: May-August 2012
Evian partnered with Syndicate Media Group on the brand campaign Live Young to enhance its presence in health and wellness markets.
A campaign was devised that targeted consumers and influencers such as trainers and gym owners to create buzz around community fitness events in the major markets of New York, Miami, and Los Angeles.
The initiative kicked off in Miami Beach with a pop-up roller skating rink, hosted by actress Gabrielle Union and professional skaters. Billed as the city's first outdoor roller skating party, RecordSetter World Records was also on hand to adjudicate a record-breaking conga line with more than 197 people.
Because education was a key component to the campaign celebrity trainer Jackie Warner led three hour-long fitness sessions followed by a Q&A in the three key cities. More than 120 media and influencers including local trainers, gym owners, nutritionists, and fitness enthusiasts attended the New York and Miami events.
In celebration of Evian's longstanding partnership with the US Open, the initial Wood Racquet Cup was launched in New York. Attended by more than 400 guests, it was hosted by 30 Rock actor Judah Friedlander and featured ping-pong games, music, and food trucks.
The events secured more than 700 media placements in outlets including MSNBC, Bloomberg Businessweek, Time Out New York, Miami New Times, and the Los Angeles Daily News.
Evian's Twitter followers increased from 1,349 to 2,608 and Facebook likes increased from 178,553 to 192,744.
The campaign will continue with community-based fitness events throughout 2013.