Hospitality PR + Marketing

Karaoke Box

Karaoke Box approached Big Cat with an ambition to change the Birmingham karaoke scene forever, with the launch of their very first bar outside of London.

Client

Karaoke Box is a karaoke cocktail bar like no other. Unlike your ordinary karaoke bar, there are luxurious, private rooms decorated with different themes providing an exclusive experience for people to share among friends and colleagues.

Objective

Big Cat was tasked with building hype and excitement as the first ever Karaoke Box came to the city, encouraging people to attend the launch and building momentum about the newest and plushest karaoke and cocktail bar.

Delivery

Through fully integrated launch PR and marketing activity we built excitement and awareness of the arrival of Karaoke Box to Birmingham. A series of targeted eDMs (designed by our in house studio) were distributed over the course of 2 months inviting Birmingham’s movers and shakers to the VIP launch event, while also promoting the grand opening to the general public. We were responsible for building and managing the VIP guest list, ensuring the city’s key influencers were at the opening. We shared stories with the media about their first move from outside of London and how the city’s plushest karaoke cocktail bar was injecting some much needed love into Birmingham’s karaoke scene. Through ‘sneak peeks’ in the lead up to launch we built up excitement, and continued momentum through the development of a social media content plan which piggybacked, on key news in pop culture. In addition we amplified social content with ad spend to ensure key messages were reaching our target audience, and a PPC campaign drove people to the brand new website, increasing traffic to the dedicated Birmingham page.

Finally, to create some noise we developed a PR stunt ‘Cabbie-oke’ which aimed to generate conversation prior to the launch. We offered the greatest and most entertaining taxi journey of all time where unsuspecting punters were surprised with an option to take part in a show stopping performance. We created a pop-up karaoke room within a cab including, mics, screens and some all-time classic karaoke tunes. Each person who took part was challenged to sing their heart out in exchange for a free taxi ride. The videos provided shareable content which we have seeded via Karaoke Box’s social channels.

The launch night was excelled with a special celebrity appearance from rapper and song writer, Professor Green. Big Cat leveraged his appearance with a social competition for Pro Green fans to have a karaoke experience with their idol, while further managing local media interviews and photography which was seeded out via social platforms throughout the night.

Results

  • Secured 300 attendees at the VIP launch party
  • PPC campaign which produced over 1,000 clicks during a 4 week campaign
  • Generated blanket local media coverage within excess of 459,000 media impressions
  • Created corporate awareness within local business media
  • Full page article secured in the Birmingham Mail’s Night Life section
  • Over 15,000 video views of ‘Cabbie-Okie’ on Facebook
  • A sold out public launch weekend