The challenge
When Coach Prime and Colorado football became a national conversation, we saw a rare window where attention was already there. The goal wasn’t to “post about it” — it was to create a credibility moment prospects could instantly understand, remember, and reference during research mode.
The constraint was building something visual enough for media to pick up, big enough to feel real in the community, and simple enough to execute fast—without it turning into a gimmicky PR stunt.
Achieved during
growth phase
The solution
We engineered this like a credibility play, not a PR stunt:
A highly visual “proof asset”: Built a wrapped Coach Prime–inspired truck designed to be a rolling headline.
Scale without complexity: Expanded into a coordinated rollout with 25 additional wrapped vehicles to create real-world presence around game days.
Earned media packaging: Positioned the story around a local company using a cultural moment to demonstrate what brands can do to stand out—so media had a real angle to cover.
Owned-channel amplification: Distributed the earned media moments through social + clips so attention didn’t disappear after the segment aired.
The results
The campaign turned into instant third-party credibility. Instead of prospects asking “is this brand legit?”, there were immediate proof points they could find: broadcast segments, video coverage, and a highly visible activation around Boulder/Denver.
It also created a repeatable playbook: tie to a real moment, build a proof asset, scale it just enough to be undeniable, then package it for earned media and amplify it through owned channels.
Access the Earned Media Campaign case study
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