Case Studies > Athletes > Right Guard Xtreme
Core Samples >
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The Challenge
- Right Guard Xtreme Sport (RGXS) is an anti-perspirant and
deodorant range designed especially for young, sporty males. The challenge
for Soul Sports, to credibly associate RGXS with extreme sports and gain extensive
lifestyle media coverage.
Our Approach
- Soul Sports, working closely with RGXS and PiranhaKid (RGXS's
PR Agency), created the concept of challenging a group of lifestyle media
and pro-riders to explore their fear and threshold, and experience snowboarding
at its most extreme - heliboarding on unexplored terrain in Kanaamuit, Greenland!
- Through Soul Sports's extensive knowledge and unrivalled
expertise of the extreme sports industry, they were able to expertly consult
RGXS and create a unique and tailor-made 'never been done before' experience,
which was able to fully submerse and credibly align the RGXS brand with extreme
sports, whilst also being able to 'blow the minds' of the lifestyle journalists
who were lucky enough to be invited on the trip!
- Soul Sports consistently worked with RGXS and PiranhaKid
on all parts of the campaign, from initial consultation and generation of
conceptual ideas right through to assisting with the inviting of the lifestyle
and core journalists on the trip, selecting and managing the pro-riders as
well as organising all of the event logistics, itinerary and branding.
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After the press trip, Soul Sports continued
to work closely with both companies on many ongoing press activities generated
from the trip that included, providing information and images for forthcoming
articles, providing riders for interviews and profiles, and also flagging
up feature article opportunities
Results
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Through the concept and creation of this ultimate, 'once
in a lifetime' press trip, the PR campaign for this product received extensive
media attention, with substantial articles appearing in key, lifestyle publications
such as Loaded, Metro, Esquire, Independent, Sunday Times, Daily Mail Ski
& Snowboarding magazine, White Lines and Transworld Snowboarding. A 15 minute
feature including visual/verbal branding also appeared on Riders & Rich
Kids: ITV1.
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e.g. View
samples of exposure
The Athletes
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