Thinkhouse collaborated with LifeProof and Blake Aldridge, LifeProof sponsored athlete and UK Red Bull Cliff Diving competitor, to create ‘Living the Dive’, one epic piece of documentary style content that would capture the attention of consumers, influencers and extreme sports and lifestyle media in key markets in Europe. The content heroes Aldridge, documenting the mental and physical strengths required for competitive cliff diving. By leveraging the partnership with Red Bull with this content, LifeProof shines as a digitally focused, engaging, lifestyle brand.
The release of ‘Living the Dive’, paired with targeted media trips for key titles across media from France, Germany, Sweden and the UK, resulted in huge success with coverage secured across Europe culminating in a PR reach of 289,101,389.
Coverage highlights included: MCS Extreme – French TV channel; MailOnline – the most visited English speaking newspaper website globally; leading consumer lifestyle magazine FHM; Swedish extreme sports publication Transition Magazine; and Germany’s consumer news site WN.DE.
*NPD Group/Retail Tracking Service: Cell Phone Device Protection/Units Sold 01/14 – 12/14