INVESTIGATE
VERSUS is a cable TV network broadcasting a range of sports programming, from the NHL to Professional Bull Riding (PBR). When VERSUS brought PBR to New York’s Madison Square Garden, unfamiliar tactics were needed to promote this unfamiliar event.

INSIGHT
PBR was meaningless to New Yorkers, but the spirit of raw competition had the potential to strike a chord in the big city.

IDEA
We brought the event to life in the streets of New York by featuring the top riders and the bulls that buck them in a mix of media – from taxis clad in bull hide to manhole covers, illustrated with bulls, snorting steam.

IMPACT
The campaign drove PR value in excess of $1.45 million on a spend of less than $250,000. Impressions among18- to 34-year-old men and women were up 145% and 160%, respectively, from the January 2006 PBR average.