Chris Brown opened a pop-up store in Amsterdam to launch his official clothing line, Black Pyramid, in Europe. In order to generate hype and boost sales, we ran a short yet highly effective PR campaign resulting in masses of consumers at opening day. We wrote and sent out a press release that generated massive coverage by Mainstream, Lifestyle, Fashion and Music outlets. We also hosted an early VIP opening and invited celebrities and social influencers to amplify the hype even more. The store was equipped with basketball hoops and a bathtub filled with gold coins which formed a great picture opportunity for attendants.
Results: media publications by Parool, 538, RTL Boulevard, Nu.nl, Telegraaf, Linda, Shownieuws, Vogue, AD, Metro, Q-Music, FunX, Puna and much more. Social publications by Laura Ponticorvo, Dioni, Amartey, Dopebwoy, Amber Celine amongst others. Global news through Chris Brown fan pages all over the world.