National Media Tour & PR Stunt
99 Million Views on Facebook
MASSIVE VIRAL PR STUNT THAT BLEW UP COMPANY SERVERS
As LINE-X's integrated brand marketing partner, DRIVEN360 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 lifestyle brand. Part of the evolution was to build the brand's personality and voice - hammering home on the LINE-X product's versatile, scientifically advanced and 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