Creative Status
Grand Rapids, MI

CAMPAIGN OBJECTIVE
Newsweek listed Grand Rapids, MI as a dying city. The intent of this video was to refute that claim and show why someone would want to visit Grand Rapids, MI.

STRATEGY
We made a universal and relatable narrative. Every city could relate to the feeling of being overlooked or under appreciated. We created an underdog that everyone could cheer for. Tactically, I contacted influencers globally and set up a concentrated network of posts and shares when the video was launched. From there, I used Newsweek as a catalyst for conventional media attention. Giving each conventional media source a piece of the puzzle, I was able to stagger and maximize news coverage over a three week span. Utilizing influencers and conventional media for credibility, I was then able to drive sharing through social media globally.

RESULTS
4.5 Million YouTube views beating videos from Google, Lady Gaga and Saturday Night Live in June of 2011. $5.6 Million in public relations and tourism generated for Grand Rapids. Roger Ebert called it "The Greatest Music Video Ever Made". Grand Rapids Named ABC World News Tonight's Person Of The Week. Coverage and interviews on all major news networks worldwide including Al Jazeera, Der Spiegel and London Times. International Downtown Association President's Award (Highest Honor).