Client: 42 Below
PR team: LDR London
Timescale: August-October 2008
Trendy vodka brand 42 Below asked LDR London to run a consumer-facing campaign that would target creative communities in media, music and design.
- To run high-profile events
- To engage creative communities.
Strategy and plan:
LDR brought in Popbitch as a digital media partner. Popbitch has a subscription database of 365,000 people who all fit 42 Below's target demographic. LDR provided creative direction on the design and build of a 42 Below bar, soundtrack and graffiti art.
It then took the activity to the offices of big media companies such as Paramount Pictures, Mindshare and Virgin Media and organised virals to be sent to Popbitch subscribers.
Measurement and evaluation:
Popbitch sent three 42 Below branded emails to its database plugging the events and providing links to sites that sold the spirit. This sparked online chat, creating further hype around the events. Guests at the events were sent viral invites and told to dress up to get in the event spirit.
There were 250 online applications for the Lift-Off events within 24 hours of the first mailing, capturing valuable data on the 42 Below audience. More than 800 people attended the six events.