Pit Viper + NFL
WHO/WHAT/WHERE/WHEN:
Pit Viper to release a new Rob Gronkowski Pro Model.
A planned family ski day with the Gronkowskis at Deer Valley to film a short edit and create product assets.
Little to no media coverage existed about the brand at this point.
PR Opportunity:
Bring a journalist to create a brand story in mainstream media.
Pitch the final assets and film to mainstream and endemic media to build awareness for the product, partnership, and brand.
RESULTS:
30 pieces of coverage
19.3M UVPM (online readership)
1.62k social shares
Full brand profile and story from Gordy Megroz on Outside.com
Here are a few snippets of the ensuing coverage. Watch the full Gronk video here.
Pit Viper’s Formula for Success: Irreverence, Safety Glasses, and Rob Gronkowski
Rob Gronkowski is not impressed with my look. “You’re kinda lame,” says the National Football League star, a man as famous for catching passes from Tom Brady as he is for his party-boy persona. It’s late March, and Gronk—fresh off his fourth Super Bowl title—and I are riding a chairlift at Deer Valley Ski Resort in Park City, Utah. “You’ve got the classic winter jacket on,” he says, as he looks me up and down, assessing my Gore-Tex kit. “It’s nothing special.”
