HRC Signature Series and Artist Spotlight T-Shirts
Issue: As agency of record for Hard Rock International, charged Coyne PR to raise awareness for Hard Rock’s Signature Series and Artist Spotlight Series T-Shirts, designed by top-tier superstars. Proceeds of the T-Shirts benefit the stars’ personal charities and are only available at Hard Rock Shops and online.
Idea: The agency has launched T-Shirts for major superstars, including Rihanna, Bono, Ozzy Osbourne, Bruce Springsteen and Shakira, among others. Both Ozzy and Sharon Osbourne were on hand to launch Ozzy’s T-Shirt out of Hard Rock Cafe New York in Times Square, which allowed Coyne PR to create a press event to invite key media. Bono and Bruce Springsteen were unavailable for an appearance or media event, so the team capitalized on the release of new albums and tour announcements, utilized a creative mailer to announce the launch to media and leveraged their loyal fan bases online through blogs, message boards and chat rooms to connect directly with fans. Both Rihanna and Shakira gave the team between 30 minutes to an hour, in Paris, which allowed Coyne to create a dynamic international press conference at Hard Rock Cafe Paris, where traffic was literally at a standstill outside with thousands of media and screaming fans descending on the Cafe.
Impact: Coyne PR has generated local, national and international coverage for the launch of Signature Series T-Shirts, with an average of 75 – 95 million media impressions per launch. Highlights have included Rolling Stone Magazine, In Touch, OK Weekly, InStyle, People Magazine, MTV, BBC and Reuters.