ISSUE:
Hard Rock International wanted to generate extensive media coverage for the global launch of Hard Rock International’s Signature Series T-shirt, designed by pop superstar Shakira. Proceeds from the shirt benefit Fundaciòn Pies Descalzos (Spanish for Barefoot Foundation), Shakira’s organization to aid Columbian children who are victims of violence.

IDEA:
In less than two weeks, and given only 30 minutes of Shakira’s time before her sold-out Oral Fixation tour hit Paris, Coyne created a dynamic international media event. A press conference at Hard Rock Cafe Paris was attended by every French television network, MTV Europe, five top daily newspapers and more than 50 international paparazzi. Traffic was literally at a standstill on Boulevard Montmartre, as thousands of media and screaming fans descended on the Cafe. Simultaneously, Coyne’s Hard Rock team engaged in aggressive outreach to media in more than 125 countries, with an entertainment and fashion push in the United States.

IMPACT:
The campaign generated worldwide excitement and more than 75 million media impressions. Highlights included Billboard Magazine, InTouch, OK! Weekly, InStyle, People Magazine, New York Daily News, Miami Herald and the Boston Globe.