Plan of Attack:
For the introduction of Sea-Doo’s millennial-targeted Spark personal watercraft, Street Attack designed and executed an experiential media blitz blanketing key areas of Miami’s trendsetting South Beach and Wynwood districts.
Our street-level media tactics included graffiti murals by top street artists, projection mapping, ambassador activation, epic sandcastles, plus an artist collaboration with world-class DJ/producer Deadmau5. The campaign culminated with a free outdoor concert at the iconic Fontainebleau Hotel, accessible only via engagement with fan pages and social media.
This campaign, and the Spark product launch it supported, were both unqualified successes. We achieved major street cred and brand visibility, in part by engaging the previously untapped social channels of Deadmau5, GregMike and DabsMyla.