What PR did for Relentless Energy: paint a picture of a pioneering brand, challenging perceptions

Lives of the Artists: Follow Me Down is a feature length documentary created by Relentless Energy Drink which challenges traditional action sports and music films, by exploring the notion of athletes and musicians as ‘artists’. Through in depth, personal interviews it reveals the shared drive, passion and ‘no half measures’ attitude of these people as they embarked on their respective adventures.

The documentary film format enabled Relentless to reach a wider ‘influencer’ audience and was released on a digital platform – essential to engage young consumers and engage a wider audience.

Starring world class backcountry snowboarders and James Lavelle from UNKLE fame, these subjects allowed the communications team to engage new media titles with the Relentless brand and content in a cool and credible way.

UNKLE exclusively scored the film soundtrack, which was available to download for free by joining the Relentless Energy Drink online community.

Radiator PR created a 12 month PR campaign to promote this project. The aim was to position Relentless Energy as a pioneering brand which constantly evolves and challenges perceptions about artistry whether an athlete, filmmaker, musician… and to reach new audiences in a credible and engaging way through print, digital and broadcast platforms.

Summary of PR activity

Radiator PR set up a long-term media partnership with Dazed & Confused and Dazed Digital who released news stories, featured interviews with James Lavelle and the film director Ross Cairns, who is also the Creative Director of the Relentless Energy Drink brand, and attended an exclusive ‘making of’ press trip out to Moscow to interview James Lavelle.

Radiator PR also arranged a print and digital media partnership with Empire magazine, providing a credible film platform to promote Lives of the Artists: Follow Me Down.

Radiator PR’s digital PR team seeded exclusive imagery and film news to target influencer blog sites FIRST, taken from the snowboarding segment as Jeremy Jones and Xavier de le Rue, two of the world’s most renowned freeride snowboarders as they went to Antarctica on an expedition exploring untouched terrain on some of the world’s steepest slopes and of UNKLE’s world tour as they travelled to Japan, Russia and London. These images spread virally across key culture sites including RadCollector and Hypebeast achieving more than 120 pieces of coverage.

Radiator PR secured a number of branded, in-depth interviews with the film subjects Lavelle, Jones and de le Rue including BBC 6 Music, The Scotsman, Hot Press (Ireland), Financial Times, Whitelines, Sidewalk and a 6 page feature in Travel (Thomas Cook). Relentless Energy as a brand has never been featured in mainstream media such as BBC 6 Music or the FT, and the film, subjects and film locations coupled with stunning imagery made this possible.

Radiator PR also operated a proactive press office throughout the entire film promotion focusing on the film subjects, trailer and brand to wider media with coverage achieving a total of 164 pieces of coverage.

To launch the film, Radiator PR created an experiential premiere at the Union Chapel in London. The venue was chosen as the church’s architecture and interior fits with the Renaissance/Gothic style and design of the Relentless Energy brand. It also demonstrates an unusual and memorable setting to host a film premiere.

On the night, the Lives of the Artists: Follow Me Down film was screened to more than 600 people including 200 members of the press. It was introduced by the brand manager and UNKLE then performed an exclusive live performance with the World Heritage Orchestra. The film was simultaneously released online on www.relentlessenergy.com.

Following the film release, the team promoted the UNKLE soundtrack free downloads and secured film reviews with target media and arranged exclusive competitions to win limited edition DVDs of the film.

Results

Total reach: 43,339,753

Estimated Editorial Value: £962,663

Equivalent Advertising Value: £226,678

Lives of the Artists: Follow Me Down provided a fantastic creative platform that showcases our team’s talent and brings to life exactly what the Relentless Energy Drink brand is all about. Radiator PR delivered a wealth of digital, print and broadcast coverage to support the film release and created a memorable experiential event which truly brought the brand and film to life.

This case study received a Nomination for PR strategy at The Drum Marketing Awards

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