MAGIC MIKE XXL

Would you like some Cava with that?

THE CHALLENGE

Freixenet was targeting 18-34 young adults who would watch the movie Magic Mike XXL and purchase their cava while enjoying a night out. BEN not only identified and executed the integrations in the successful sequel, but was also tasked to find a way to amplify our efforts, taking the integrations one step further.

THE SOLUTION

The BEN team created a 360 strategy that surrounded the two integrations through press support (ie. US Weekly), and hosted consumer events as well as the LA Premiere after party where they were featured as the exclusive bubbly. These promotional efforts supported the excitement around the film and allowed Freixenet to be highlighted as the key beverage of choice for anyone watching this film.

THE RESULTS

Two integrations with Freixenet in the Magic Mike sequel that grossed $118M WW. The ROI in media value domestically was $600K alone, and on top of this value, the client was also able to ride the wave of the press surrounding all the major events hosted as consumers anticipated the release of the film. Across this press, BEN secured 5 verbal mentions. Even through a single outlet (ie) US Weekly, Freixenet reached 4.8M+ subscribers alone in association with cast member Channing Tatum.