Overview

The Vype launch was promoted through a responsive website Knit designed and developed, on Vype social channels and via the eclectic series of activities at the dedicated launch venue in a bar in Shoreditch, London.

Campaign

At live events in the Vype bar, visitors were treated to music gigs, comedy nights and live DJs.  People followed “GoVype” on Twitter and tweeted #freeVYPEsample. A direct message with a unique code was then sent to their Twitter account.  They entered the code on the vending machine keypad and the machine automatically vended the sample.

Results

The launch of Vype gained national press coverage, celebrity endorsements on Twitter and attracted over 1000 visitors to the event.