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Monday
Nov142011

BonTon's US Launch of MAMBO

Objective: to launch Australian surf and streetwear brand, MAMBO in the US and introduce the U.S. editors to the brand.

Strategy: create a platform to showcase the iconic Australian brand and bring to life the culture, lifestyle and key brand message points: surf, skate, art, humor and music. To do this we transformed a raw studio into a Mambo street and beach scene and had Ryan Kwanten from True Blood host.  Guests viewed revolving fashion presentations as they were served tacos out of a vintage VW camper van,  hung out with local skate crews while they do tricks on a half-pipe, watched a live art battle of “Australia vs. the U.S.” between MAMBO’s signature artist and NY female graffiti artist Queen Andrea and were invited to design their own custom t-shirt at a live screen-printing station. To keep with the crescendo of energy throughout the night the event came to a close with an incredible live performance by the Ill Fits.

Results: over 250 fashion editors and downtown influencers were immersed in the brand, press features in 10 leading fashion publications, over 45 million media impressions.  Oh and the editor from Lucky magazine said “it’s the best fashion presentation I’ve been to in years – it’s so cool”.