When PBR (Professional Bull Riders) enters a new market, generating awareness for its events is a top marketing priority. To promote its two-day event, September 22-23, in Fairfax, Va. at EagleBank Arena, the leading professional bull riding league decided to create a fun, edgy, yet tongue-in-cheek campaign playing off its bulls and popular perceptions of the nation’s capital. The ad creative runs mid-August to mid-September, 2018 on 250 DC Metro subway cars and 18 Super King buses in the Washington, DC area.
Despite some controversy – the ad was banned from one outdoor building near the Capitol -- PBR believes fans on both ends of the political spectrum will understand and have fun with the joke.
“Whether you’re on the left or the right, there’s one thing everyone can agree on, and we address it with tongue firmly planted in cheek,” said Sean Gleason, CEO, PBR. “Our campaign is breaking through in a busy, cluttered market to announce PBR is in town. The tone is honest, fun, and a little bit rebellious, which matches our brand.”