FAST & THE FURIOUS is one of the most successful film franchises in history. For “FAST 6”, Universal Pictures wanted to launch its African-American theatrical campaign with a publicity stunt that would garner press and social media uplift to drive awareness to its May 2013 release date.
LIQUID SOUL developed the “FAST 6 FAN FEST & CELEBRITY RACE”. LIQUID SOUL invited super-fans of the franchise to Atlanta’s premier indoor karting venue. Fans were thrilled to interact with FAST 6 co-star Ludacris, along with notable celebrities including, Big Boi (Outkast), Chili and T-Boz (TLC), Tamar Braxton (Braxton Family Values) and radio personality Big Tigger. Each celebrity served as a team captain and raced for the chance to have ultimate bragging rights. To maximize exposure of the event, LIQUID SOUL engaged local radio along with digital partner Global Grind. The end stunt garnered over 70 publicity breaks and upwards of 150 million social media impressions across Facebook, Instagram and Twitter.
CLIENT: UNIVERSAL PICTURES
SERVICES: Public Relations, Digital / Social / Mobile, Experiential Marketing, Influencer Engagement