"Turning a $5M PR Liability into a Global Cultural Asset."

The Problem: A live TV gaffe during the World Series MVP presentation turned the brand into a punchline.

The Insight: You can’t outrun the internet. You have to join it.

The Strategy: We didn't apologize. We leaned in. Within hours, we trademarked the mistake and turned a "bad" presenter into a brand hero. We hijacked the hashtag that was being used to mock us and turned it into our own flag.

The ROI: "$5 million in free media coverage. 67.6 million impressions. 0% media spend."

"I don't just spend budgets; I manufacture earned attention.”

Results:

That decision resulted in 5 million in free media coverage and a whopping 67.6 million impressions.

• Cannes Lions / Gold / Rapid Response
• Cannes Lions / Silver / PR / Crisis
• Cannes Lions / Bronze / Media / Auto
• Clios / Gold / Integrated Campaign
• One Show Auto / Interactive
• One Show / Bronze / Integrated
• D&AD / Wood Pencil / PR Best Response

Press and Coverage

How the Chevy Guy Became a Hit and Stuff

SI

USA Today

CNN

LinkedIn