Embedded Files
CASE STUDY
CASE STUDY
OBJECTIVE
OBJECTIVE
Utilize the Press to promote the release of HBO Latino’s concert documentary featuring Carlos Santana. HBO Latino wanted to optimize the event content to launch their social media profiles while integrating Santana’s non-profit organization.
STRATEGY
STRATEGY
My team produced press junkets in New York and Miami at intimate venues featuring Santana's documentary highlights alongside interviews with Carlos Santana. We were able to feature his illustrious career while finding creative ways to integrate his business endeavors and philanthropic efforts. The program began with a Facebook chat, one-on-one interviews with top news, music and Spanish media. Once inside the venue, there was a celebrity-filled red carpet, catering and cocktail concoctions with Santana's tequila brand, performances by Santana's non-profit organization, a Q&A and a mural that went to auction for the Milagro Foundation. Guest gift bags included advanced CDs of Santana's newest album release on Sony Music and bracelets custom made with his used guitar strings.
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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