Not often do people get the opportunity to launch their own multi-platform media company that includes a television network with social and digital platforms, but this was a reality for Sean Combs. As a leader on the REVOLT TV initial launch team, we wanted the initial awareness campaign to be impactful, memorable for Mr. Combs and to have cultural significance. We wanted to launch our way – in hopes of making a sincere connection with our target audience. That led us to launching a three-spot campaign from the home of The Notorious B.I.G., Puff's best friend and arguably the greatest rapper to ever live. This set the tone for how REVOLT was designed – a bold and unapologetic platform. We wanted REVOLT to feel less like a traditional network, and more like a spirited movement, so in conjunction with Mr. Combs, we decided that we'd touch on three key points for the launch campaign: Sincerity, Awareness and Community.
Launch Countdown. (Sincerity)
From the doorstep of his best friend, and music legend, The Notorious B.I.G., Puff Daddy kicks off the campaign with a NYE style countdown-giving an unscripted monologue on the meaning of launching a true 360 platform. This spot was designed to connect with the audience and display the authenticity of REVOLT as a new cultural destination.
On Top of a Taxi (Awareness)
The second installment of the campaign was Awareness. Having the luxury of a celebrity owner who is extremely recognizable, we wanted to cause a scene and create buzz that would organically spread via news, social, and word of mouth. We didn't want to do a traditional media tour, so we decided that we'd take a risk by disrupting the streets of NYC. The goal was to draw attention, and we knew that arrests were a possibility.
Diddy standing on top of a NYC cab was significant because it meant that he's true his city and its impact on music – and influential and daring enough to take risks in the name of his new network… an unapologetic platform designed to celebrate an hip hop culture.
Brooklyn Bridge (Community)
Every revolution begins with people coming together for a common goal. This was the motivation behind the third and final installment of REVOLT’s launch – the Community spot. We wanted to show how REVOLT was capable of connecting like-minded youths – giving this core audience a true voice and offering a new alternative to traditional networks. The goal was for today’s youth to feel like they were members of a community – not just viewers.
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