Goal

Extend the Rip It fan base by connecting organically and authentically with young men around a core passion – music. 

BYG Solution

We created a magical musical moment, providing fans a unique and intimate experience. Taking advantage of already-scheduled festivals, we partnered with Chicago House legend Gene Farris at the famous Gramaphone Records in Chicago during Labor Day Weekend, creating social media content based around a fan meet-and-greet event, including co-branded merch and product sampling.

Results

Positive sentiment, fan social posts

4% Engagement Rate