Green Label - We Are Blood After-Party Recap_FINAL_Compressed

2015 DEW TOUR LA RECAP

OVERVIEWWHERE: Mrs Fish

448 South Hill Street Los Angeles, CA

DATE: Thursday, August, 13 2014TIME: 11pm-2am

The We Are Blood After-Party hosted by Green Label had over 300 PEOPLE in attendance.

• Mtn Dew Green Label Films branded step & repeat

• Mountain Dew gobo projected onto the wall• Branded bar menus featuring custom

Mtn Dew-inspired cocktails• 4 Pop-up banners featuring the iconic photos

from We Are Blood• Mounted photos on easels featuring behind-

the-scene stills from We Are Blood• “GL” decals on the tables throughout the

venue • Branded wristbands showcasing Mtn Dew,

Green Label and We Are Blood logos • Green Label drink stirrers• Green ambient lighting

BRANDINGELEMENTS

PRODUCTSAMPLINGGuests enjoyed limited edition We Are Blood cans, Kickstart and four custom Dew-inspired cocktails:

• Dew-Rita• Deminator• VooDew• Zombie

MUSICAL ACTDJ set by Kronika of Soulection

Kronika is responsible for talent scouting and artist development for one of the hottest music collective/labels, Soulection, making noise around the world with their signature “Sound Of Tomorrow.”

NOTABLEATTENDEESThe event brought out over 300 GUESTS including several notable athletes and industry influencers. • Ty Evans• Jordan Maxham• Chris Colburn• Sean Malto• Brandon White• Boo Johnson• Keith Lucas• Kenny Lucas• Melody Thornton

MEDIAATTENDEESThe We Are Blood After-Party presented by Green Label was attended by several media outlets and skateboarding companies including: • NBC Sports• The Berrics• Thrasher • Transworld Skateboarding • COMPLEX• Media Giraffes

CAKE FOR ALY: GREAT DUOS IN HISTORYThe highlight of the night was when the Green Label team presented Aly D with a duo-inspired cake to celebrate her final days at Pepsi. She was so surprised by the cake that she cried tears of joy! 

EDITORIALCOVERAGEGreen Label produced a We Are Blood Spectrum to coincide with the world premiere. The spectrum explores the history of skate film through the lens of Ty Evans, director of We Are Blood.

Green Label also produced 10 pieces of written content for We Are Blood and around Dew Tour LA. We also produced 3 videos to support Green Label’s presence at Dew Tour Los Angeles.

The content created by Green Label around We Are Blood and Dew Tour LA garnered more than

56K+ PAGE VIEWS TO DATE.

Additionally, each piece was amplified via Green Label and Dew social media.

PROMOTION ANDSUPPORTIn the months leading up to the premiere, Green Label worked with Dew and its agency partners to promote We Are Blood, including:

• Written and video editorial pieces on We Are Blood

• GIF’s promoting the We Are Blood spectrum• Dew and the partner agencies tagging

@greenlabel in all mentions of We Are Blood• Re-tweets from Dew team athletes

• Paul Rodriquez• Jordan Maxham

SOCIALENGAGEMENTGreen Label’s Instagram gained approximately 900 Instagram followers over the weekend with the help from partners using @greenlabel, #DewTour, and #WeAreBlood in their posts

The Green Label Instagram bio link was changed to the WAB iTunes page and now links to the the We Are Blood Premiere Recap video on YouTube.

Green Label garnered a total of

1.5MM+ SOCIAL IMPRESSIONS for We Are Blood content

EARNEDMEDIAThe “We Are Blood" screening and other editorial content over the weekend generated a major media buzz with over 248MM earned media impressions.

Promotion from our partners such as a RIDE Channel and Skateboarding helped promote the Green Label brand across their channels

RIDE Channel:We Are Blood Spectrum Promo

Braille Skateboarding:#WeAreBlood screening Braille meets P-Rod

Media News Outlets:Newswest 9KHQ6WJHG