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CASE STUDY:
HARD ROCK CAFE | YANKEE STADIUM PRESS CONFERENCE ISSUE: Hard Rock International became one of the first partners of the new Yankee Stadium in the Bronx, New York and charged Coyne with getting homerun results for the announcement just four days prior to the event. IDEA: The Yankees had a scheduled press conference to showcase the progress of the new stadium construction and Coyne PR partnered with the team to highlight the Hard Rock announcement as part of the scheduled conference. With limited time for custom props and signage, Coyne PR developed a down and dirty plan to highlight the announcement. Part of the appeal of the cafe was that it was slated to be open year-round and it would be important for Hard Rock to be embraced by the local Bronx community to be successful on non-game nights. We presented the Bronx borough president with a Gibson-Hard Rock guitar as part of a pledge for 26 guitars to the local schools to symbolize the 26 Yankees world championships. Additionally, as part of the announcement we created an oversized ‘pin-striped’ Yankee guitar and had all-star Alex Rodriquez sign it to create the first piece of memorabilia for the new cafe. Guests and media were also presented with the first run of Hard Rock Cafe Yankee Stadium t-shirts and media were given ‘back-stage’ lanyards and credentials to give the event a rock n’ roll feel. IMPACT: With no physical structure to highlight, the results were out of the park -- more than 235 million media impressions with every major New York media outlet covering the announcement. |
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Sports Case Studies
