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LINE-X: Media Tour | Stunt – 99 Million Facebook Video Views & Massive Broadcast Coverage

Indestructible spray

This spray makes things almost indestructible.

Posted by Tech Insider on Tuesday, July 12, 2016

The power of 360 integrated brand marketing strategy - reinforced with world-class PR/stunt tactics.


As LINE-X's integrated brand marketing partner, DRIVEN worked for more than a year in guiding the brand's evolution from a niche spray-on truck bedliner product - into a more emotionally-connective brand (lifestyle) according to future business growth plans. Part of the evolution was to build the brand's personality and voice - hammering home on the LINE-X product's scientifically advanced, near-'unbreakable' properties.


The LINE-X brand engaged in a hybrid media tour/stunt across New York City - focusing on its bold new brand personality/evolution, while leveraging its 'indestructible' reputation. With real science backing the product, combined with its wide usage on extreme missions like protecting the Pentagon from bomb blasts, LINE-X brought everyday objects coated in LINE-X for media to try and destroy on camera. In addition, a highly customized Jeep with its exterior 'armored' with LINE-X coating, was paraded to media outlets to further demonstrate incredible impact resistance.


  • More than 99 million unique Facebook video views on Tech Insider's Facebook Page
  • More than 15 minutes (three segments) of live broadcast and online coverage on Fox News: Fox and Friends
  • Live broadcast coverage on Fox Business' Varney and Co.
  • New York Daily News coverage and social media videos
  • Huffington Post coverage
  • Field and Stream coverage
  • The Daily Beast coverage
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