1. 2015 DEW TOUR LA RECAP

3. OVERVIEW
WHERE: Mrs Fish
448 South Hill Street
Los Angeles, CA
DATE: Thursday, August, 13 2014
TIME: 11pm-2am
The We Are Blood After-Party hosted by Green
Label had over 300 PEOPLE in
attendance.

4. • Mtn Dew Green Label Films branded step & repeat
• Mountain Dew gobo projected onto the wall
• Branded bar menus featuring custom
Mtn Dew-inspired cocktails
• 4 Pop-up banners featuring the iconic photos from
We Are Blood
• Mounted photos on easels featuring behind-the-
scene stills from We Are Blood
• “GL” decals on the tables throughout the venue
• Branded wristbands showcasing Mtn Dew, Green
Label and We Are Blood logos
• Green Label drink stirrers
• Green ambient lighting
BRANDING
ELEMENTS

5. PRODUCT
SAMPLING
Guests enjoyed limited edition We Are Blood
cans, Kickstart and four custom Dew-inspired
cocktails:
• Dew-Rita
• Deminator
• VooDew
• Zombie

6. MUSICAL ACT
DJ set by Kronika of Soulection
Kronika is responsible for talent scouting and artist
development for one of the hottest music collective/labels,
Soulection, making noise around the world with their
signature “Sound Of Tomorrow.”

7. NOTABLE
ATTENDEES
The event brought out over 300 GUESTS
including several notable athletes and industry
influencers.
• Ty Evans
• Jordan Maxham
• Chris Colburn
• Sean Malto
• Brandon White
• Boo Johnson
• Keith Lucas
• Kenny Lucas
• Melody Thornton

8. MEDIA
ATTENDEES
The We Are Blood After-Party presented by Green
Label was attended by several media outlets and
skateboarding companies including:
• NBC Sports
• The Berrics
• Thrasher
• Transworld Skateboarding
• COMPLEX
• Media Giraffes

9. CAKE FOR ALY:
GREAT DUOS IN
HISTORY
The highlight of the night was when the Green
Label team presented Aly D with a duo-inspired
cake to celebrate her final days at Pepsi. She
was so surprised by the cake that she cried tears
of joy!

11. EDITORIAL
COVERAGE
Green Label produced a We Are Blood Spectrum
to coincide with the world premiere. The spectrum
explores the history of skate film through the lens of
Ty Evans, director of We Are Blood.
Green Label also produced 10 pieces of written
content for We Are Blood and around Dew Tour LA.
We also produced 3 videos to support Green
Label’s presence at Dew Tour Los Angeles.
The content created by Green Label around We Are
Blood and Dew Tour LA garnered more than
56K+ PAGE VIEWS TO DATE.
Additionally, each piece was amplified via Green
Label and Dew social media.

12. PROMOTION
AND
SUPPORTIn the months leading up to the premiere, Green Label
worked with Dew and its agency partners to promote
We Are Blood, including:
• Written and video editorial pieces on We Are Blood
• GIF’s promoting the We Are Blood spectrum
• Dew and the partner agencies tagging @greenlabel
in all mentions of We Are Blood
• Re-tweets from Dew team athletes
• Paul Rodriquez
• Jordan Maxham

13. SOCIAL
ENGAGEMENT
Green Label’s Instagram gained approximately 900
Instagram followers over the weekend with the help
from partners using @greenlabel, #DewTour, and
#WeAreBlood in their posts
The Green Label Instagram bio link was changed to
the WAB iTunes page and now links to the the We
Are Blood Premiere Recap video on YouTube.
Green Label garnered a total of
1.5MM+ SOCIAL
IMPRESSIONS
for We Are Blood content

14. EARNED
MEDIA
The “We Are Blood" screening and other editorial content
over the weekend generated a major media buzz with over
248MM earned media impressions.
Promotion from our partners such as a RIDE Channel and
Skateboarding helped promote the Green Label brand
across their channels
RIDE Channel:
We Are Blood Spectrum Promo
Braille Skateboarding:
#WeAreBlood screening
Braille meets P-Rod
Media News Outlets:
Newswest 9
KHQ6
WJHG