CASE STUDY: RED BULL LORDS OF THE FLOOR

THE CLIENT

Red Bull Lords Of The Floor is a global 2v2 crew battle that celebrates the history of breakdancing while also spotlighting the future of the community.

Hosted by Seattle’s own globally renowned comedian, Jo Koy, Red Bull Lords Of The Floor features 16 international duos who are either looking to take care of unfinished business or make their mark on the global stage.

Red Bull Lords Of The Floor - posterGIANT Case Study

THE CHALLENGE

With the return of Red Bull Lords Of The Floor after over two decades, the iconic crew battle competition was excited to come back to Seattle and witness the hosting talents of renowned comic and Seattle native, Jo Koy. Red Bull sought to elevate the event’s experiential marketing and raise awareness to new levels in anticipation of the live event hosted in Seattle on April 5th. It was no small task, but just the kind of thing posterGIANT could pull off.

Red Bull Lords Of The Floor - posterGIANT Case Study
Red Bull Lords Of The Floor - posterGIANT Case Study
Red Bull Lords Of The Floor - posterGIANT Case Study

THE CHALLENGE

  • Wildposting: posterGIANT executed a 25-location city-wide wildposting with a primary focus around stadiums and Pioneer Square to saturate the target areas with event visuals.
  • Pole Snipes: We deployed pole snipes at 150 locations across Seattle, strategically targeting neighborhoods near the event venue, dance studios, concert venues, nightlife areas, and other lifestyle venues.
  • Wheat Pasting: Implementing a checkerboard pattern, we utilized wheat pasting to further amplify the event's visibility in 50 targetted locations, aligning with the launch date and saturating areas around the venue for the event's opening day.
  • Lifestyle Retail Placement: Leveraging alternate creatives per venue, we secured placements in 100 lifestyle retail locations across Seattle, including key neighborhoods and secondary targets, with a focus on music-related venues to engage the event's demographic.
  • Street Team Activation: Organizing a street team with two different handbill creatives, we facilitated activations during the Seattle Mariners Season Opener, covering main entrances and exits at T-Mobile Park to distribute handbills and maximize outreach.
  • Pole Distribution: Lastly, we distributed 200 pole posters around the venue, stadiums, and Pioneer Square to reinforce event awareness in high-traffic areas.
Red Bull Lords Of The Floor - posterGIANT Case Study
Red Bull Lords Of The Floor - posterGIANT Case Study

THE OUTCOME

Our strategic and comprehensive city-wide efforts contributed to a sold-out event that saw the client, talent, and guests noticing the campaign from their hotels and on their way to the venue. Jo Koy even went on Instagram live in front of our posters to shout out the work. By strategically targeting these key locations and leveraging various marketing channels, Red Bull Lords of the Floor garnered widespread attention and engagement within the Seattle community, solidifying its status as a must-attend event for breaking enthusiasts, locals, and fans alike. Thanks to the Red Bull Team and Lords Of The Floor for trusting us with this amazing campaign that is close to our Seattle-based hearts.

Red Bull Lords Of The Floor - posterGIANT Case Study