Final week rapper and hashish connoisseur Snoop Dogg whipped the web up right into a frenzy with a social media announcement saying he was “giving up smoke.”
“Please respect my privateness presently,” the 17-time Grammy nominee informed his 83 million Instagram followers.
However, plot twist: the put up was later revealed to be a part of a rigorously coordinated marketing campaign from The Martin company to advertise Solo Range’s new smokeless hearth pit vary.
Armed with a collection of tongue-in-cheek movies exhibiting Snoop Dogg roasting marshmallows in his yard, intelligent OOH and social executions, and even merch within the type of “The Snoop Range ( which is “scorching sufficient to make the Doggfather go smokeless”), the push has caught the eye of hundreds of thousands of followers globally.
This week, The Martin Company’s affiliate artistic director, Allison Apperson, and senior copywriter, Chase Zreet, be a part of Adweek’s Luz Corona and Rebecca Stewart on the podcast to speak about how the epic marketing campaign got here collectively and serve up all of the tea from behind the scenes of the shoot.
Stream the brand new episode under, hear and subscribe on Apple Podcasts, or discover it on Spotify.
