Solution
In April 2009, Leader launched the Motorola and Boost Mobile campaign, announcing a new partnership between the companies, as well as a new handset (the "Clutch") and new service offering from Boost Mobile. The campaign featured an exciting media stunt and viral campaign centered on Danica Patrick's #7 Motorola IndyCar being "boosted," from Andretti Green Headquarters. The ruse was all part of a plan to draw buzz prior to the Indianapolis 500 for Boost Mobile and Motorola.
We orchestrated a series of fake news reports, utilized social media channels to plant the idea that her car had been stolen and purposefully made every PR mistake in the book to drive curiosity. The car was later "recovered" and debuted with a new Boost Mobile-themed paint job during an official unveiling ceremony.
The campaign included both online and offline components, including a viral video featuring footage of the car being "boosted," a mock news report detailing the theft, as well as a press/unveiling event and satellite media tour.
Service
Leader implemented the social media, events, viral and public relations components of the campaign. We shot each of the three viral videos, worked with the Indianapolis Airport Authority to gain access to the tarmac, project managed the unveil event and managed and executed all of the public relations elements.
Success
More than 25,000 people caught the viral wave and viewed the video online in the first 48 hours. It generated significant buzz and was eventually picked up by mainstream media. In addition, the public relations and satellite media tour generated more than $4.2 million in ad equivalency, through news featured in the Associated Press, Yahoo!, Indianapolis Star, CNBC, CNBC, MSNBC and more.