W: The Punch Jake Paul Machine
The launch of W coincided with one of Jake Paul’s most anticipated boxing matches. During a time when all eyes were on Jake how could we tie the hype around the event and become the most talked about brand of the week?
My answer: Give people what they want. A chance to punch Jake Paul right in the face.
We scanned Jake’s head and retrofitted it onto a W branded arcade boxing machine.
Then with zero dollar spend on promotion we placed it at the fight. The result? The machine got more attention than the match, debuting the brand at an all time high.
ACTIVE RUN TIME 8 HOURS @2 EVENTS
100 MILLION IMPRESSIONS IN 72 HOURS
750+ MILLION ORGANIC IMPRESSIONS
WITH $0 MEDIA SPEND
PROMINENTLY FEATURED ON:
WE DESIGNED SOMETHING PHYSICAL WITH THE INTENTION OF IT BEING ORGANICALLY SHARED ON THE INTERNET, AND SHARE THEY DID.
OVER 573,000 TIMES.
