How KSI & Logan Paul Fooled The Media With The Prime Launch

The Prime Marketing Masterpiece

Logan Paul and KSI launched their beverage brand Prime in four new European markets - Germany, Spain, Denmark, and Norway.

While the product launches drew massive crowds, they had a creative trick up their sleeves.

The Staged Drama

Instead of a typical product launch, KSI came up with an ingenious idea to bait the media.

They asked their loyal fans to pretend to be angry and throw empty Prime bottles at them during the events. This orchestrated chaos created exactly what they wanted - a media sensation.

Media Reaction

News outlets quickly picked up the story, reporting about:

• Angry fans turning against their idols

• Security concerns at the events

• Apparent backlash against the influencers

Logan Paul later revealed the truth that every bottle throw was planned and coordinated with their fans.

The empty bottles were part of a calculated marketing strategy that generated 10 of millions of free media impressions, widespread social media discussion by media and content creators, and an increase in brand visibility for Prime in Europe.

This campaign created a controlled controversy by engaging with fans in creative ways. It was able to misdirect the media and the haters of Logan Paul and KSI while generating organic media coverage.

The Prime bottle-throwing incident shows how well-planned "controversy" can create massive marketing impact.

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