We turned Fender's Steve Lacy signature Stratocaster launch into major cultural moment.
Tech & Entertainment
Growth & Impact
Awareness
Artist Signature launches are old hat for Fender, but Steve Lacy's technical skill and cultural pull deserved a release that felt like more than business as usual.
Overview
What if a guitar launch could be as emotionally evocative as the guitarist playing it?
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Our approach
We ran a multi-pronged push spotlighting the artist-designed chaos burst finish and Fender's first-ever out-of-home elements tied to Lacy's cultural footprint, giving Billboard the exclusive on the hero video.
The results
In addition to Billboard breaking the exclusive with a brand’s dream headline “‘It’s a Full-Circle Moment’: Steve Lacy Partners With Fender for His Very Own Guitar,” the launch went on to garner more than 3B impressions from top tier outlets, praising the design and specs of the product and leaning into Steve’s cultural impact as a new kind of guitar hero.
3BImpressions
16Placements
10Product loaners
