CHALLENGE: Introduce a young, urban audience to a brand and storyline that was created before many of them were born.
STRATEGY + SUCCESS:
• Secured 52M potential impressions in media coverage prior to opening weekend.
• Negotiated an unprecedented four-day TRON site takeover on VIBE.com during opening weekend.
• Secured VIBE as the official media partner for the NYC influencer screening which resulted in great turnout and online media hits the following day.
• Secured online media coverage on COMPLEX, FADER, MediaTakeout, URB, YRB, BET, ESSENCE, EBONY, RollingOut & more.