PRODUCT LAUNCH CAMPAIGN
Promark FireGrain
The launch of a new drumstick strengthened by fire + a little under-reported brand history in the form of a 2014 fire at a promark-owner sawmill = a stupidly easy layup of brand synergy. Throw in a dash of fake news and the result is, dare we say, downright zeitgeisty. It's also creating a ton of interest in those new sticks.
Promark FireGrain
The launch of a new drumstick strengthened by fire + a little under-reported brand history in the form of a 2014 fire at a promark-owner sawmill = a stupidly easy layup of brand synergy. Throw in a dash of fake news and the result is, dare we say, downright zeitgeisty. It's also creating a ton of interest in those new sticks.
First, we created a couple of fake news clips focusing on the developing story of the sawmill fire:
Next, we delved further into the story in the form of a fake article in a made-up local newspaper, from the actual sawmill's town. We also began to tease that something new was on the way...
This was followed by a press release from Promark, hosted on our actual news page:
In the meantime, we'd secretly been sending out samples of the new sticks ahead of time to a small group of key influencers. The day before the press release and the launch, we "leaked" one of their videos in order to build the excitement and chatter even further:
Finally, we announced the product with a video dramatizing the production process and the stick, and a letter from the company explaining how a pivotal moment in our company's history led to the invention of our newest product:
From that point on, we focused on telling the real story of our latest innovation across print and social:
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