The Ask
Introduce the world to Liquid Death’s new ambassador: Tony Hawk, Pro Skater.
The Result
One of the biggest, celebrity-fueled, internet-breaking moments of 2021 sparking 1.6 trillion (with a T!) social media impressions and 15.5 billion PR impressions.
What We Did
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Creative Strategy
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Creative Development
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Design
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Tony Hawk Blood Board
As it turns out, Tony Hawk didn’t read the fine print in his contract when signing on to become an ambassador for Liquid Death, giving them the rights to his immortal soul and therefore his blood. So we decided to use his blood to paint 100 limited edition skateboards and sell them on Liquid Death’s site for $500 each. Those boards went on to sell out in under 20 minutes (later reselling on eBay for over $3,000).
Nah He Tweakin
Things were taken to the next level when pop star Lil Nas X tweeted about the boards with his now-famous phrase, “Nah he tweakin," leading to so many memes flooding social media, that it literally broke Instagram.
All of this culminated in a video collaboration between Tony Hawk and Lil Nas X, bringing this whole campaign to the kind of perfect conclusion the writers of Game of Thrones could only dream of.
The Part Where We Brag
240+
stories published
15.5B
PR impressions
885+
broadcast mentions
1.6T+
social media impressions
55
organic podcast mentions
