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CASE STUDY
CASE STUDY
OBJECTIVE
OBJECTIVE
Produce a series of press junkets to support the launch of HBO Latino’s concert documentary featuring Carlos Santana. The goal was to maximize the value of the event content by generating media coverage, introducing HBO Latino’s social media presence, and thoughtfully integrating Santana’s philanthropic work through his nonprofit organization.
STRATEGY
STRATEGY
Our team produced intimate press junkets in New York and Miami centered on Carlos Santana’s documentary, pairing select film highlights with personal interviews and curated media experiences. The program celebrated Santana’s extraordinary career while thoughtfully integrating his business ventures and philanthropic work in ways that felt authentic to his story.
The experience began with a live Facebook chat, followed by one-on-one interviews with leading news, music, and Spanish-language media. Guests were then welcomed into the venue for a celebrity red carpet, catered hospitality, and custom cocktails featuring Santana’s tequila brand. The program also included performances supporting Santana’s nonprofit organization, a moderated Q&A, and a specially created mural that was later auctioned to benefit the Milagro Foundation.
To extend the experience beyond the event itself, guest gift bags included advance copies of Santana’s latest Sony Music release and custom bracelets crafted from his used guitar strings, creating a memorable and highly personal connection to the artist.
RESULTS
RESULTS
We gave the media something to talk about. We earned pickup across local, national, English and Spanish speaking publications. HBO Latino social media profiles grew fans/followers, the event hashtag achieved top trending topic status against the opening of the Tribeca Film Festival. The modest, soft-spoken musical genius, Carlos Santana thoroughly enjoyed himself.
ROLE / AGENCY
ROLE / AGENCY
Producer / ABS Collective
Tactics: Optimizing Santana's Star Power
Tactics: Optimizing Santana's Star Power
Infamous producer Clive Davis joined us for the interview and release of the documentary at the NY press junket
We gave away Santana's CD and bracelets made from his used guitar strings
We served specially-designed drinks made from his tequila brand, Casa Noble
A commissioned piece of art was created by a local, hispanic graffiti artist that was revealed at the event, signed by Santana and later auctioned for the benefit of Santana's non-profit organization for children, the Milagro Foundation
Children from his non-profit organization "Little Kids Rock" performed
A photo booth featured Santana album covers as props, images were printed with branding and shared via social
We produced a similar, more intimate event, a fireside chat, for Miami press
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