Reach for the Gold
To ambush the Summer Olympics, we created a video content series celebrating a "gold" that everyone can reach for. It earned 94 million free media impressions, grabbing headlines on Yahoo! Sports, The Huff Post, and many other mainstream outlets at home and across the pond. The campaign also earned a cease and desist letter from the International Olympic Committee, who termed our efforts "parasite marketing." To which I reply, "Guys, guys ... can we dispense with the name-calling? We're all professionals here."