G-STAR INTERNATIONAL Promo, Case study RAW WORLD CHESS CHALLENGE by G-Star International, Media Respublic

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RAW WORLD CHESS CHALLENGE

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Industry Clothing, Jeans
Media Promo & PR, Case study
Market Germany
Agency G-Star International
Agency Media Respublic
Released September 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: G-STAR INTERNATIONAL
Product/Service: RAW DENIM
Creative Concept: Creative Department (G-Star International)
Creative Direction: Creative Department (G-Star Int'l / Media Republic)
Art Direction: Creative Department (G-Star Int'l / Media Republic)
Design: Creative Department (G-Star Int'l / Media Republic)
AV Production: AV Department (G-Star International)
AV Direction: AV Department (G-Star International)
Online Production: Online Production Department (Media Republic)
Account Handling: Account Department (Media Republic)
Media placement: Daily Paper - Tagesanzeiger.ch - 07/15/10
Media placement: Daily Paper - Bernerzeitung Online - 07/15/10
Media placement: Daily Paper - Basler Zeitung Online - 07/15/10
Media placement: Daily Paper - Thurgauer Zeitung Online - 07/15/10
Media placement: Print - X-RAY - 08/02/10
Media placement: Online - Twoforfashion.de - 9/8/2010
Media placement: Online - Textilwirtschaft.de - 8/20/2010
Media placement: Print - Textilwirtschaft - 8/26/2010
Media placement: Online - Chessbase.de - 8/20/2010
Media placement: Online - Schachwelt.de - 8/20/2010

Summary of the Campaign
Magnus Carlson, G-Stars campaign model is the best ranked chess player in the world, however, not the official world champion.
G-Star RAW contracted Magnus Carlsen, as one of their campaign models (next to actress Liv Tyler). In order to celebrate his unique status as best chess player in the world and youngest ever, G-Star organized The Raw World Chess Challenge, an online chess match in which Magnus played simultaneously against the whole world. This truly original and engaging "one off" online chess event was organized in the run up to G-Star's 2010 New York Fashion Week runway show.
The objective of the RWCC was to have as much people (chess fans and non-chess fans) from all over the world to participate and unite as one against the best at his game. In what sports or event can you actually do this? Ultimately it was all designed to enhance engagement with and understanding of the F/W Campaign shot by Anton Corbijn, celebrating the unique talent of Magnus Carlson and generating free PR. The event created 2.9M€ of international PR value for G-Star.

The Situation
The idea behind the campaign is to show to the world that being cool is not only about looks, but also about having brains. By selecting the best chess player in the world, G-Star RAW differentiates itself within the Denim category as the Luxury Denim brand. The idea behind RWCC is to see if Magnus is really the World Champion, because you can truly only be World Champion if you beat the world. Not just 1 opponent.

The Goal
The objective was to have as much people (chess fans and non-chess fans) from all over the world to participate and unite as one against the best at his game. In what sports or event can you actually do this? The goal: Ultimately it was all designed to enhance engagement with and understanding of the F/W Campaign shot by Anton Corbijn and generate free PR.

The Strategy
In order to celebrate Magnus' unique status as best chess player in the world and youngest ever, G-Star organised The Raw World Chess Challenge, an online chess match in which Magnus played simultaneously against the whole world. This way, G-Star created a truly original and engaging "one off" online chess event in the run up to the New York Fashion Week runway show, celebrating democracy, the unique talent of Magnus Carlsen and G-Star's campaign, shot by Anton Corbijn.

Execution
A week ahead of the event, online banner on various chess platforms invited the world to play against Magnus during a live online chess event which took place on September 10th in the Penthouse of the Cooper Square Hotel in New York. With the help of 3 top-20 players in the world, chosen by Gary Kasparov, the entire world could vote online for the best move against Magnus Carlsen. By uniting as one and using their collective brain power, the world could possibly beat the youngest number 1 ever. Via an online interface everyone could participate. The experience was further enhanced by live commentary by Gary Kasparov and Maurice Asley as well as a live stream webcam view of Magnus sitting behind the chess board while making his moves against the world. The event was attended by 70 representatives of international media and created 2.9M€ of free media.

Documented Results
79,254 online visitors on the event site at the day of the event (55,711 unique visitors). In total the event site had nearly 210,000 visitors (145,812 unique visitors) . In addition to the event site, the event attracted approximately 442,500 visitors (156,548 unique) on various online chess and fashion related platforms. International coverage ranging from press like International Herald Tribune, NY Times, various TV stations and many lifestyle magazines. In total 2.9M€ worth of free media.