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Max Power - at The Ace Café (Maxin Relaxin)

Provided by Bauer Media
This is a legal cruise: Guys bring along their modified cars, and large crowds turn up. A popular night attracts 500,000

Tell us about the Opportunity / What is it?

This is a legal cruise: Guys bring along their modified cars, and large crowds turn up. Reaches 15-30 C1C2D, audience mirrors the magazine perfectly. A group of lads who are passionate about cars, their image and a laugh We are offering the chance to engage with a dynamic audience that is at the event because it is exciting and considered to be very cool. This event is a unique example of a sub culture that is impossible to replicate.

What is the Marketing Objective?

The event is perfect for creating word of mouth. We have promoted 3 films all on the week of their release to create as much impact as possible. The event is also fantastic from an interactive point of view. See and test products, sampling, and competitions. Warner Bros, Dukes Of Hazard did have a Premiere but they also wanted to do something for the "Actual People" that would see the film i.e. not VIPs. The event had free giveaways, competitions, and autograph signings. This ensured that attendees would not leave the event not knowing the release date.

How does it work?

We can create different elements depending on the promotion. For example, at Dukes Of Hazard we had a Daisy Duke look-alike competition, a "Hollerin" competition, Bucking Bronco rides, BBQ and a General Lee stunt driver. The whole event was themed to look and feel like Hazard County.

Who's used it in the past?

Sony Pictures, Warner Bros (x2), Honda, Citroen

Features / Benefits

This opportunity can be tailored to meet your needs. Ideally the event works as the ultimate part of a Cross Media deal. This can encompass many other brands, (FHM, Zoo, Kerrang!, Kiss) and Media (Magazines, TV, Radio, Online and Email), which talk to a similar demographic. All of these strands essentially promote the product but also point people towards the event. For example, with both xXx2 and Dukes Of Hazard, all of the brands talked about the film and it's release date but their secondary mechanic was to highlight the event.

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for details500,000 15 to 30 year olds
16 - 24
25 - 34
Male
ABC1
MAGS / CONSUMER
LocationTimingsMarketing ObjectiveOpportunity Type
LondonAll YearBRAND ATTITUDEEXPERIENTIAL
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