Case Study
B2C / CORPORATE

How Laika lured VIPs and the media to Generator’s Alexanderplatz opening

Client

SIRPLUS
https://sirplus.de/

Project date

May 2024

Services

Event relations

Media relations

Influencer relations

The results

1

MONTHS

5

Clippings

30

Influencers engaged

14 M+

REACH

886K+

Influencer Reach

The brief

Generator tasked Laika with organizing a stellar opening party for their Berlin Alexanderplatz location within just one month. Our mission was clear: make it an unforgettable event by hiring celebrity DJs, generating media buzz, and attracting top influencers to attend and post about the event. This involved:

Securing high-profile DJs: Finding and booking DJs who would draw a crowd and keep the party buzzing.
Media outreach: Ensuring coverage from top-tier media outlets to maximize publicity.
Influencer engagement: Bringing in influencers whose presence and posts would amplify the event’s reach.
Event coordination: Managing all logistics, from the red carpet setup to coordinating with photographers and staff.

Post-event coverage: Ensuring follow-up media coverage and social media posts to keep the buzz alive.

The campaign

With only a month to work with, we had to launch our PR and influencer rocket at lightspeed! The Laika crew immediately started researching media and influencers that fit the Generator brand, reaching out to DJ booking agencies, and organizing social media takeovers.

We hit the ground running, opening an agency war room with the client to maintain high-speed coordination. Our first mission: visiting both Generator locations in Berlin to immerse ourselves in the brand. Then, we began sending out media and influencer invites, followed by a big post-event sendout featuring celebrity red carpet shots taken by a step-and-repeat photographer from our trusted network. Because at Laika, we believe in fostering a collaboration of talents to assemble the perfect crew for each client's mission.

The results

Our event attracted celebrities like Kim Gloss, drawing the attention of major outlets such as B.Z., Journalists from Rolling Stone were so impressed, they stayed until the bar was emptied. We also captivated hospitality trade media with intriguing news, complete with facts, figures, and photos directly from the location.

The cast of Germany's Next Top Model attended, turning the red carpet into an impromptu catwalk. Influencer Yasmin Bal took over Generator's Instagram for the event, adding even more buzz.

We also cooperated with radio energy for an exclusive give away, offering some spots on the guest list to lucky winners.

Long story short - a full success!

Generator’s Berlin Alexanderplatz opening was a stellar event that generated significant media coverage and social media engagement. Together, we achieved liftoff and soared to new heights!