The Brief
We were tasked by Dyson to drive excitement and social media coverage around the highly anticipated launch of the Dyson Zone Headphones through a VIP influencer and press event in Manchester.
The Response
We hosted an exclusive Press Preview evening in the Dyson Demo Store at Manchester Trafford Centre, inviting top-tier press and influencers to be some of the first people in the UK to try out the new headphones and get an insight into the technology behind them from Dyson leaders.
During the event, guests received an introduction from a Senior Dyson Engineer, to discuss the process of developing the Dyson Zone Headphone and Air Purifier and the technology that goes into them.
This was followed by a tutorial from celebrity hair stylist, salon owner and Dyson Global Styling Ambassador, Dylan Bradshaw, who shared his top tips on styling hair when wearing headphones. Guests then had the chance to sit down in the Dyson Styling Lab where they could enjoy a complimentary styling session.
With branding visible throughout the store and staff on hand to provide product demonstrations and answer guests burning questions, we encouraged guests to tag the Dyson account and #DysonZone, to help increase awareness of the Dyson Zone Headphones.
The Results
The event proved extremely successful in generating branded social content. There was a total of 36 attendees across the media and influencer landscape that attended. The total reach across press and influencers who attended the event was 1.5m
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