2. Case Studies ! Co-­‐created
event
/
PR
stunt:
BEYONCÉ
Album
Launch
in
associa@on
with
Belvedere
!
OVERVIEW:!
Beyoncé Global Album launch in association with Belvedere Vodka !
!
BRIEF:!
Show the world what makes a real global super star and successfully launch her new album ‘4’!
• Sunday 26th June: Glastonbury show in front of one her biggest audiences ever !
• Monday 27th June: London “secret” gig !
!
ACTIVATION:!
Celebrating the release of her new album “4”, Beyoncé delivered two of the performances of her life. One of a very few select female artists to headline
on the legendary Pyramid Stage, she lit up the night sky. !
!
Fast forward to London the next day and Beyoncé switched gears to perform one of her most intimate gigs in association with Belvedere to an invited
audience of ecstatic fans and supporters at The Shepherds Bush Empire. A star studded event, the likes of Tom Ford, Adele, Stella McCartney, Tinie
Tempah, Gwyneth Paltrow, Jessie J, Ewan McGregor and Jay Z cheered along with the fans as Beyoncé delivered another amazing set. Chatting to the
fans and even taking requests she served up a set of classic tracks including “Work It Out”, “Listen” and “Halo”. !
!
Beyoncé also marked the release of “4” by dazzling London last night with stunning projections of her on landmarks across the town including the
famous Battersea Power Station.!
!
RESULTS!
Her album went to number one in the charts, selling over 89,211 units in the first week. !
!
!
!

4. Case Studies ! Co-­‐created
event
/
PR
stunt:
Alicia
Keys
album
launch
in
associa@on
with
W
Hotels
and
American
Express
!
OVERVIEW:!
Alicia Keys released her new studio album ‘The Element of Freedom’ on 14th December 2009.!
Partnered with W Hotels and AMEX to create a very exclusive VIP album launch event on the 9th December. !
!
OBJECTIVE:!
Parallel objectives– Alicia Keys / W Hotels are both from NY, coming to London, to launch 4th studio album Element of Freedom / W Hotel brand to
Europe. !
!
THE BRIEF:!
The theme for the event will mimic W Hotels’ passion point is entertainment – ‘Giving inside access to the world of Wow!’ This provided an opportunity to
give priority members of W Hotels and AMEX and exclusive opportunity to see the inside world of the music industry.!
!
ACTIVATION:!
International 12 x Grammy Award-winning recording artist, Alicia Keys, played live to launch her much anticipated new album ‘The Element of Freedom’,
exclusively with W Hotels and American Express. Attended by guests including Dizzee Rascal, Paloma Faith JLS, Tinchy Stryder, Chipmunk, The
Saturdays, Calvin Harris, Alicia Dixon and Will Young, the event saw Alicia perform tracks for a 700-strong crowd in a unique and intimate setting. Alicia’s
fifth album, ‘The Element of Freedom’ is released on December 14th 2009 and is described as a “dichotomy of strength and vulnerability.” !
!
RESULTS:!
Album sales, she achieved a first, selling the most albums week 1 in the UK ever, with 69,076 sales beating the previous record of 62,171 album sales.
The album went on to achieve Platinum Status and beyond, smashing all previous records. !
!
!
!
!

6. Case Studies ! Content
crea@on
and
content
placement:
Kasabian
and
Umbro
!
THE BRIEF:!
After the massive success of their West Ryder Pauper Lunatic Asylum album, Kasabian and Sony Music decided to do something a little different to celebrate
the release of their new single Underdog.!
!
http://www.youtube.com/watch?v=0XjwoVqM_qE!
!
Football Hero viral video: an experiment to create a giant guitar game with a twist – it’s controlled by footballs. Standing three stories high, the game was built by
a group of talented engineers and controlled by a team of gifted freestyle footballers (Paul Wood, Paul Klein, Darryl Stewart, Tom Pett, Lewis Foster and Harry
Adcroft) who had to ping footballs accurately at the pressure sensors in time with the Kasabian track. After plenty of practice and a few failed efforts, the team
nailed it on the seventeenth attempt, gaining a five star rating from the unforgiving game.!
!
Partnered with Umbro sportswear range to kit out the footballers for the occasion - new Football Wardrobe range. !
THE RESULTS
DIY tech mag Make Magazine and UK Men’s mag Nuts started the ball rolling in terms of coverage, and the story spread naturally from there into more of our
target audience’s channels without any need for explicit PR activity.
!
We had over 600,000 YouTube views on the main film in the first two weeks alone. We achieved natural news coverage which spread organically across many
of the channels that we know our target audience consume, particularly in the areas of football, music, gaming and men’s lifestyle. We also saw a huge amount
of direct viral sharing on the main video, with 16% of the overall traffic to the video coming from shared media sources such as Facebook, Twitter and Reddit.
YOUTUBE
Main film
820,000 views in the first 8 weeks
Making of
40,000 views in the first 8 weeks
Estimated Media Value –
£500,000+ of UK TV value.!
!
This partnership lead to Kasabian singer Tom unveiling the new England Away shirt live on stage in Paris. !
Olympic Theatre, Paris, 8th Feb 2010!
http://www.youtube.com/watch?v=aFXrGKRReKI!
!
!
!