Experiential PR Stunt

Grenade - Driving a Tank Through London for #GiveUsALift

How Tribera drove Grenade's #GiveUsALift campaign onto the streets of London in a tank, turning a single Monday into a viral brand moment that reached millions within 24 hours.

CLIENT

Grenade

SECTOR

Consumer Goods, Packaged Foods

SERVICES

PR Stunt, Social Campaign, Brand Activation, UGC Strategy

DATE

January 2020

Reached millions of people within 24 hours

#GiveUsALift trended across social platforms

Delivered on a tightly controlled budget

BACKGROUND

Grenade wanted to shake up a typically low-energy moment in the week: the Monday blues. The brief was simple, create a standout moment that felt unmistakably Grenade while giving people a lift, both literally and emotionally, and do it on the streets of London where people would actually see it.

CLIENT CHALLENGE

Grenade needed to re-energise its audience and boost interaction across its social channels without leaning on standard paid activity. That meant creating something disruptive enough, a real-world moment people would want to talk about, share and engage with online, and doing it within a tightly controlled budget rather than a big-spend campaign.

TRIBERA'S SOLUTION

We took a blended approach, combining online and offline activity to maximise reach and impact. Grenade hit the streets of London with a bold physical activation, a tank, and used it as the catalyst for everything that followed: social content, user-generated posts and campaign conversation under the #GiveUsALift hashtag. The stunt was engineered from the ground up to fuel that follow-on engagement, encouraging people to get involved, share their own experience of it and follow along in real time as it happened, rather than just watch it pass by.


THE RESULTS

Within 24 hours, the campaign reached millions of people and took #GiveUsALift to number one trending on Google UK. That reach translated into real commercial impact too, with a 63% uplift in website traffic. #GiveUsALift turned a single Monday into a high-impact brand moment, proof of what a strong physical idea can do when it's built to be socially led from the start, with the conversation running well beyond the streets where the tank actually drove.


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