Oops… we did it again!
In case you missed it (and we’d be amazed if you did!), the biggest autobiography of the year, penned by Britney Spears, launched in October. The Woman in Me was the most hotly anticipated memoir in the history of pop, finally giving one of the most famous women in the world the voice to speak about her incredible journey publicly for the first time.
So, how do you get heard and secure press amongst the endless speculation and jaw-dropping revelations that landed in the days and hours around the memoir launch – and even get a famous radio presenter and TV personality to shout about it…?
Of course, we knew the formula for success and how to put the ‘Brit’ in Britney. Fever was appointed by book publishers Simon & Schuster UK to make some noise, showcase the love Britney’s fans have for the pop princess, and support wider launch activity – which spanned everything from drag bottomless brunches to book reviews and events.
We brought some LA glamour to the streets of London with an attention-grabbing stunt, finding some of the UK’s biggest Britney fans, and giving them the opportunity of a lifetime: showing their love and support for Britney whilst touring the capital, identically dressed in outfits inspired by her iconic stewardess look from the famous Toxic music video.
The group hit up Piccadilly Circus, South Bank, Big Ben and surrounding areas in their unmistakable Britney-inspired outfits, much to the bemusement of commuters and baffled onlookers. The gang danced, sang and checked out the new memoir around the capital – even grabbing their own copies from Waterstones Piccadilly, where various launch events were taking place that week.
We captured photo and video content of our celebration of Britney, pitching and securing coverage with The Daily Telegraph, The Times, Evening Standard, The Independent, Pink News, MailOnline and more.
- 8 billion+ combined coverage and social reach
- 10 national hits alone
The cherry on the cake? We sent the self-professed ultimate Britney fan, Rylan Clark, a personalized message from a group of Britney fans as the book launched, which he promptly shared to his massive audience of 2 million followers on Instagram!
Want to hear more about how we can make some noise about your launch – be it book, TV, film or product? Get in touch at email@example.com
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