Trending PR Campaigns
Brabus Urban E Fragment Edition
Brabus teamed up with DAB Motors and Fragment Design to create a $50,000 electric motorcycle capped at just 10 units worldwide. The monochrome collaboration turns an existing bike into a highly exclusive collectible, unveiled at streetwear event ComplexCon.
Why it worked: The 10-unit cap plus Fujiwara’s streetwear cachet created scarcity-meets-culture FOMO, making a modest-spec e-bike irresistible news at ComplexCon.
The lesson: Consider launching a micro-run (under 50 units) with a culturally credible co-creator at an unexpected venue to trigger scarcity-led coverage.
Coverage over time
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