Case Study: Liquid Death sparks a viral internet-breaking campaign with Humanaut

Liquid Death sparks 1.6T social impressions with Humanaut

The beverage company Liquid Death partnered with the creative agency Humanaut to launch a major new brand ambassador initiative. Their challenge was to introduce professional skateboarder Tony Hawk as their new ambassador in a way that would create a significant and viral moment.

Humanaut devised a provocative campaign centered on a fictional contract clause that gave Liquid Death the rights to Tony Hawk's blood. The agency created 100 limited edition skateboards, marketed as being painted with his blood, which sold out in under 20 minutes. The campaign, amplified by a viral tweet from Lil Nas X, broke the internet and became one of the biggest moments of 2021. The results for Liquid Death were immense, including 1.6 trillion social media impressions and 15.5 billion PR impressions.

Liquid Death