CASE STUDY | JOEY BADA$$

For our youth-targeting client Scion, we selected rising independent rap icon Joey Badass for a year-long endorsement services deal. The partnership began with a U.S. Tour sponsorship with ticket giveaways for each show. We then produced 2 fictitious product-integrated videos demonstrating the capabilities of the new Scion iM and Scion iA as Joey escaped a mob of overly enthusiastic fans for online release. Joey also appeared on the Scion AV All Purpose Show, a web-series on which Prince Paul interviews musicians, artists and athletes du jour. Lastly, an exclusive Joey Badass single was released for free download on Scion’s Soundcloud.

Key Stats:
• Total project impressions: 66,410,954
• Number of online pickup: 303 sites
• Online placement impressions: 49,316,791
• Public SM impressions: 1,931,284
• Downloads: 10,787
• Streams: 581,103

Project Details

  • Client:
  • Joey Bada$$
  • Category:
  • SCION AV
  • Date:
  • 2015