FX – SONS OF ANARCHY

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Marketing Firm: Civic Entertainment Group
End Client: FX Channel
Program: PR Stunts

Objective:

  • To promote the new FX television series Sons of Anarchy, based on the American biker culture.
  • Hired talent not only had to have the “biker look” associated with the show, but had to own a Harley Davidson motorcycle.

Parameters:

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  • 2 Markets (LA & NYC)
  • 2 Team Leaders/Bikers (per market)
  • 48 Harley Davidson Bikers (per market)
  • 1 Hour Training/Organization
  • 3 Hour Rides

Timing:

  • 1 1/2 weeks staffing turnaround time

Program Elements:

  • EPS secured biker group leaders in each market. As part of their team lead duties they assisted the client with check-in, and organized riders.
  • All bikers showed up on time, ready to ride their own Harley Davidson.
  • All bikers promoted the new FX series by wearing a Sons of Anarchy t-shirt during the ride.
  • Bikers rode together in formation on pre-arranged routes throughout NYC and Los Angeles wearing their promotional Sons of Anarchy attire.
  • All riders were required to sign an insurance waiver, holding them responsible for their own driving, in terms of accidents and any reported traffic violations.

Results:

  • 100% of bikers staffed in each market.
  • Each route was followed as planned and travelled on time.
  • Increased buzz and excitement for the FX series Sons of Anarchy.
  • Delivered post-event recap and reporting analysis.

About JESSICA STACKPOOLE

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