Yellowglen’s PINK + YELLOW Sponsored Model Bowling League
PR STRATEGY:
- Brand partnering
- Social Media Marketing
- Cause Marketing
- Product Placement
Partnering with Lucky Strike Lanes, eight top modeling agencies and one competitive model with a concept, Yellowglen’s PINK + YELLOW sparkling wines found the perfect match in brand alliance and target market.
To promote Yellowglen’s PINK + YELLOW sparkling wines, The Buyer Group organized Strike a Pose, an eight-week event sponsored by PINK + YELLOW. The concept: a bowling league of modeling agencies where models compete against each other while sipping Australia’s number one selling sparkling wine. The league, consisting of the hottest eight modeling agencies in South Beach, was not a sight for sore eyes. The competition was thick; bubbles filled the air and the glasses, enticing teams to give it their all. Not only was this the hottest thing to do in South Beach, it was all for a good cause. A portion of the proceeds from PINK + YELLOW sold during the competition went to breast cancer awareness.
PR TACTICS:
Every Tuesday, from January 23rd through March 13th, models gathered their favorite champagne glass and bowling shoes, headed down to Lucky Strike Lanes in Miami Beach, and bowled till dawn. Modeling agencies involved included Wilhelmina Modeling Agency, Runways The Talent Group, Irene Marie, Elite, Next Model Management, Mega Models, MC2 Model Management, and Ford. As the first model bowled the bottle service began. Corks, bowling balls, and bubbles flew as the competition went underway.
From print to word-of-mouth to social networking tactics myspace, Strike a Pose utilized all communication mediums in facilitating the event. Strike a Pose had its own interactive web site www.luckystrikeapose.com that displayed weekly winners, scores, and updated pictures.
PR RESULTS:
Expectations of Strike a Pose included increasing brand awareness for Yellowglen PINK + YELLOW sparkling wines, reaching a target market appropriate for Lucky Strike Lanes and Yellowglen, and raising money for breast cancer awareness. The campaign attracted the ideal demographic it aimed to target, drawing models and their friends from all of South Florida. Stories of the models and their PINK + YELLOW sparkling wines spread throughout the model community, attracting consumers of all age to Lucky Strike Lanes. Several media outlets attended Strike a Pose with coverage appearing in The Miami Herald, Deco Drive, Drinks TV, and Fashion TV, New Times, Ocean Drive and Six Degrees
FUTURE:
The Buyer Group will continue to facilitate campaigns with Yellowglen PINK + YELLOW sparkling wines and hopes to partner with the Susan Komen Foundation in future projects.
THE BUYER GROUP
PR TEAM: The Buyer Group & Brainchild, Carla Martin
CAMPAIGN: Strike a Pose, Yellowglen PINK + YELLOW Model Bowling League
DURATION: January 23 - March 13, 2007
BUDGET: $20,000
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