Program: FX ‘Sons of Anarchy’ Premier Launch - 2 Market Motorcycle PR Stunt

Marketing Firm: Civic Entertainment Group

End Client: FX Channel

Objective:

• To promote the new FX television series Sons of Anarchy, based on the American biker culture.
• Hired talent not only had to have the “biker look” associated with the show, but had to own a Harley Davidson motorcycle.

Parameters:

• 2 Markets (LA & NYC)
• 2 Team Leaders/Bikers (per market)
• 48 Harley Davidson Bikers (per market)
• 1 Hour Training/Organization
• 3 Hour Rides

Timing:

• 1 1/2 weeks staffing turnaround time

Program Elements:

• EPS secured biker group leaders in each market. As part of their team lead duties they assisted the client with check-in, and organized riders.
• All bikers showed up on time, ready to ride their own Harley Davidson.
• All bikers promoted the new FX series by wearing a Sons of Anarchy t-shirt during the ride.
• Bikers rode together in formation on pre-arranged routes throughout NYC and Los Angeles wearing their promotional Sons of Anarchy attire.
• All riders were required to sign an insurance waiver, holding them responsible for their own driving, in terms of accidents and any reported traffic violations.

Results:

• 100% of bikers staffed in each market.
• Each route was followed as planned and travelled on time.
• Increased buzz and excitement for the FX series Sons of Anarchy.
• Delivered post-event recap and reporting analysis.

Sons of Anarchy:

FX's original series, Sons of Anarchy, is an adrenalized drama with darkly comedic undertones that explores a notorious outlaw motorcycle club's (MC) desire to protect its livelihood while ensuring that their simple, sheltered town of Charming, California remains exactly that, Charming.