CASE STUDY
Red Bull Heavy Metal made its Detroit debut in February 2023, bringing a high-energy, one-day street snowboarding contest of progressive rail riding and stunts to the iconic Hart Plaza. Hosted by Red Bull athletes Benny Milam and Detroit native Grace Warner, the event welcomed over 40 of the world’s top street snowboarders.
Mekky Media led local and endemic media efforts, spotlighting Grace as a hometown hero through in-studio and onsite interviews driving the influence of Midwest snowboarding on the sport. Mekky also worked with other Red Bull athletes, as well as the Red Bull Heavy Metal competition director, to garner further coverage and maximize reach. The team secured 36 pieces of pre-event coverage and facilitated 12 live TV segments during setup. Despite aligning with Super Bowl weekend, post-event coverage soared, with Grace featured in 22 broadcast clips across Michigan and in major metro areas such as Portland, Las Vegas, Omaha and Fargo.
THE ASK
SECURE IMPACTFUL LOCAL MEDIA IN THE DETROIT AREA
THE PLAN
MULTI-PRONG EARNED MEDIA CAMPAIGN
THE RESULTS
1+ BILLION EARNED MEDIA IMPRESSIONS
