SourceCode Helps Everlast “Be First”

A global icon, the Everlast brand has been synonymous with boxing and fight sports for more than a century. With goals of reinserting the brand into relevant cultural conversations and engaging a new crop of brand evangelists, Everlast selected SourceCode Communications as its first PR Agency of Record to put the iconic brand back in the ring. Working closely with Everlast, SourceCode launched “Be First,” a global campaign featuring trailblazers in the fight sports community and beyond.

In fight sports, being first means to be the aggressor and the fighter who dictates the pace of the fight. Taking the power of this phrase and the meaning it could have when applied beyond the ring, the campaign highlighted a collection of inspiring stories of fighters who embody this mindset. SourceCode developed an intimate short-film with Patricio Manuel, the world’s first transgender professional boxer, to bring the campaign to life and used the video as a key asset to spread the message of the campaign – challenging people to carve their own paths and dictate the pace of their life, goals, and personal journey.

WHAT WE DID

SourceCode drafted core messaging and adapted it for key targets including national news, business, men’s lifestyle, LGBTQ, sports, urban, and the advertising and marketing trades. More than 50 editors agreed to the embargo and 25 pre-launch interviews with Everlast and Patricio were held including Reuters, CNBC, ABC, NBC, Cheddar, Mashable and Marketing Dive.

Once the campaign launched, to continue building on its initial success, SourceCode worked with Everlast to further the mission of the campaign, highlighting and celebrating new crops of athletes who embody the message of ‘Be First.’ The latest iteration launch was timed with International Women’s Day, telling the stories of three women who are carving their own paths within this male-dominated industry.

RESULTS

“Be First” launched with media outlets hailing Everlast as making history. Over the course of one week, the campaign went viral, generating almost 500 earned media placements across top-tier digital, broadcast, and social channels including CNN, Reuters, People, Men’s Health, Good Morning America, Newsweek, and The Advocate. Web traffic increased 11.2% and has sustained to these new levels since the launch in addition to increases in reach and engagement across all Facebook and Instagram. Equally as exciting was the attention being brought to diversity within boxing. Per Google Trends, searches for “transgender boxer” were at a six-month peak during launch.

 

  • Nearly 500 earned media placements

  • 520% increase in Instagram reach

  • 800% increase in Facebook engagement

  • 13.5MM earned social impressions via influencers

 

Saluted by organizations such as GLAAD, the World Economic Forum, and The Human Rights Campaign, “Be First” opened the door for larger future collaborations to help underrepresented communities. Everlast’s global licensees noted the campaign success and have used the content and publicity to re-energize retail partnerships while brand licensees have already begun localizing campaign elements to maintain the momentum in advance of the launch of additional Be First trailblazers.

 


SourceCode Helps CMT End Distracted Driving

Cambridge Mobile Telematics (CMT) develops innovative mobile sensing technology and data analytics to improve driving behavior and make roads safer around the world. The company’s smartphone telematics platform measures driving quality, engages drivers, and reduces their risky behavior by 40%. CMT came to SourceCode to help raise awareness for the distracted driving epidemic and create narratives that resonate both nationally and locally. Following a $500MM funding round led by SoftBank, the company also wanted to be positioned as a data-driven expert on distracted driving and auto safety.

WHAT WE DID

The SourceCode team worked closely with CMT to pull proprietary data to develop a campaign highlighting the percentage of distractions that occur on Halloween Day, as well as the top cities for distraction and speeding and the safest cities.

By analyzing dangerous traffic patterns from phone sensors on October 31, 2018, CMT found that speeding increased by an alarming 235% on Halloween, while drivers slamming on brakes increased 178%. Based on this data, cities like The Hamptons, Arlington, Miami, and Park City were deemed most dangerous for Trick-or-Treaters while San Jose, Seattle, Long Beach and Minneapolis were deemed the safest.

RESULTS

The SourceCode team garnered 64+ placements, including major features on Fox Business, People and FOX News and CBS broadcast coverage. This resulted in 39 billion impressions for the company and numerous inbound requests for expert commentary on the data.