Client
Reebok
Agency
Hyperactive
Services
Experiential, Live Entertainment
Brief
Create a digital experience that kept club nights alive during the pandemic.
Unprecedented brand experiences for Unprecedented times
Launched in the midst of the global pandemic to give dance music fans the unique opportunity to recreate the anticipation, unity and joy of the clubbing experience, BBL CLB was described by GQ as “…the coolest thing to do at home right now…”.
With an interactive filmic narrative and a unique online hunt for clues, locked-down partygoers could embark on a mission to find a secret virtual venue where some of the world’s greatest DJs played live, every night.
“The coolest thing to do at home right now.” GQ
Hyperactive partnered with Miroma Project Factory to produce the digital interface – hosting 15,000 hours of interactive content and 30,000 hours of livestreamed DJ sets. Raven led an integrated digital, social and PR campaign leading to 30 million OTS.
The event won three Campaign Experience Awards; winning in the Debut Event, Digital Experience, and Virtual Experience B2C categories.
CASE STUDY VIDEO