Millions of Milkshakes launch with Kim Kardashian


Overview
  • Millions of Milkshakes launch in The Dubai Mall, its first store outside of Los Angeles, USA
  • Kim Kardashian, who opened the first Millions of Milkshakes in the States, was booked to open the Dubai branch with her mother and manager Kris Jenner
  • ASDA’A Burson-Marsteller was asked to manage all PR for the launch of Millions of Milkshakes – creating maximum ‘noise’ and word of mouth for the client - MoMS UAE franchise holder, Emirates Hospitality
Approach
  • Kim and Kris were only in the UAE for three days, so a huge pre-event campaign was designed to gain momentum culminating in the launch of Millions of Milkshakes Dubai Mall on 15 October 2011
  • Interviews with Sheeraz Hasan, the founder of Hollywood.TV and Millions of Milkshakes featured in lifestyle and business media
  • ‘Tweets’ drafted by the agency for Kim and Kris to share, i.e ‘Eid Mubarak’ greetings to Dubai and countdowns to the store opening
  • ‘Exclusive’ info on Kim’s plans in Dubai leaked in the weeks preceding the launch event
  • The Dubai Mall meet & greet competition for fans to enter on social media
  • `Huge Press Conference event attended by the local, regional and international media
  • One-to-One interviews arranged with Tier One media with Kim and Kris
  • Massive ‘An Audience with Kim Kardashian & Kris Jenner’ event staged at The Dubai Mall, attended by media and thousands of fans, hosted by MBC’s Joelle
  • Kim and Kris were followed by the crew of their hit E! show and arrangements were made to showcase the best of the UAE – for example Kim at the Gold Souk, at the Dubai Mall Fountains, etc

Results
  • 400 journalists & bloggers attended the Atlantis Press Conference
  • 100 media attended Dubai Mall Launch plus 2,000plus fans
  • All event updates were done on Facebook and Twitter, pre, during and post event
  • Multiple broadcast interviews were arranged including MBC, Dubai TV, Reuters TV, Bloomberg
  • Coverage secured internationally includes – Reuters global, The Daily Mail (UK), Hollywood Insider (US), US Weekly.com (US), E! News, Access Hollywood, Fox News and ABC
  • Coverage in region to date includes –Khaleej Times, Al Bayan, Emarat Al Youm, Gulf News, The National, Marie Claire, Harper’s Bazaar, Hello Middle East, Al Mara Al Youm, Grazia Middle East, including 15 covers secured to date
  • Print coverage to date has generated perceived AVE US$6,087,209