CASE STUDY: BAD BOYS: RIDE OR DIE

Home Entertainment Release (2024)

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To celebrate the home release of Bad Boys: Ride or Die, we orchestrated a high-octane PR campaign that blended adventure, luxury, and influencer partnerships to bring the essence of the film to life.

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The campaign kicked off with a VIP event in London, where guests were treated to a thrilling high-speed boat ride on the River Thames, taking in iconic views while speeding across the water. The day continued at the Tottenham Hotspur Stadium, where the guests faced the ‘Dare Skywalk’ challenge and capped off their day with an exhilarating abseil down from the stadium roof.

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To engage the wider public, we partnered with Richer Sounds to launch an in-store competition, offering fans the chance to win an unforgettable trip to Miami. The prize package included a speedboat tour, VIP access to one of the city’s hottest beach clubs, and a Sony tech bundle, sparking significant public interest and participation.

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For social engagement, we collaborated with food influencer Johnny Meatless, who created a custom "Bad Boys Burger" inspired by the film which was shared with his 200k+ followers on Instagram.