the challenge

Elevate an emerging brand–BODYARMOR SuperDrink–to superstar status by unveiling their new roster of athlete partners (Mike Trout, Rob Gronkowski, LeSean McCoy, Jason Pierre-Paul and Ray Rice).

the solution

Rather than announcing the entire athletic team together, DBC created a rollout plan that highlighted each athlete and their individual announcement to keep the brand in the news for months, not days, with their super signings. DBC also identified multiple media verticals where the story would be relevant (sports, fitness and business) and customized conversations with each in order to maximize coverage and reach as many consumers as possible.