To promote the collection, we produced an interactive exhibit where auction items were juxtaposed with videos of Ken destroying them for Lucy Block and the Block House Racing family to view. Through this, we got to reflect on and share memories of Ken doing what he loved.
Through the release of social and digital assets, influencer activation, limited edition merchandise and earned materials we were able to auction off all 43 items raising 150k for 43i.
To further promote the auction we partnered with the Athletic to write an exclusive article. Following this we garnered 381 earned articles reaching 170 Million people.
