Trending PR Campaigns
Lucky Luke Takes Over WELT AM SONNTAG
To mark Lucky Luke’s 80th birthday, the comic’s owners teamed up with WELT AM SONNTAG for a special edition illustrated entirely with Lucky Luke artwork. New drawings, archive images and a preview of the next album bring the cowboy into the newspaper’s coverage of politics, finance, culture and more.
Why it worked: It created a scarce, collectible newspaper by replacing all photography with never-seen Lucky Luke art tied to a fixed 80th-anniversary date.
The lesson: Consider hijacking a set-in-stone anniversary by turning a mainstream format on its head to produce a limited, preorderable collectible.
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