Blockchains – Launch
A global launch
shrouded in mystique
Using calculated anticipation and a media mix to debut a pioneering vision
What we did
Categories
Jeffrey Berns, the founder of Blockchains, believes blockchain technology will change the world. To prove it, he bought 67,000 acres in the Nevada desert to build a model of his utopian city. In order to garner the investors and partners required to bring his vision to life, he needed a bold campaign. R&R ushered Blockchains onto the global stage by building a brand, developing a fully integrated launch campaign and website, and ultimately transforming Berns’ idea into a tangible city.
The Work
We introduced our brand icon, a young, futuristic girl, to tease at the idea of a utopian future, at Devcon IV in Prague. From there, we cemented Blockchains as a leader in Ethereum technology through placement with selected media partners, such as Quartz, Wired, Forbes, WSJ and Reddit, based on their trusted editorial credibility within the industry. We developed ad executions, page takeovers, sponsorships, social extensions, email blasts, and a custom video to tell the brand’s story. We targeted the ideal audience in eight global markets through high-profile placements like the NASDAQ board in Times Square, Canary Wharf in London, and Central Worldwide House in Hong Kong.
Surrounding Devcon, we added installments in airport lounges and train stations in Paris, Frankfurt and Singapore to reach attendees traveling to and from the conference. To tease the groundbreaking Devcon presentation, we used OOH media buys to create a digital story draped in mystique in 113 locations in Prague. Midconference, we traveled to Prague to handle the creative change personally to accentuate the exciting Blockchains unveiling. From conception to execution: only two months.
The Results
+6K%
in website traffic
+1.5K%
in Twitter mentions
259.5M
earned media impressions