Client: Warner Bros. Discovery Global Consumer Products
Challenge: Relevance International was tasked with establishing Bruce Wayne as a credible luxury brand, testing consumer demand while generating global interest. This required securing top-tier luxury partnerships, curating a lineup of luxury products befitting the wealthy persona of Bruce Wayne, and integrating that selection into an immersive retail experience. Additionally, the agency needed to craft a seamless e-commerce platform, drive multi-industry PR, and capture mainstream and high-net-worth audiences.
Solution: Relevance International executed a groundbreaking strategy to position Bruce Wayne as a luxury icon, launching the Wayne Enterprises Experience–an eight-day, ultra-luxury retail theater event–alongside the e-commerce platform BruceWayneX.com. The agency meticulously curated $40 million in high-end products, securing exclusive collaborations with top global brands, ranging from a $3 million Tumbler Batmobile to limited-edition Wayne capsule collections. Relevance’s PR efforts generated more than 25.7 billion media impressions, including coverage in Forbes, Fast Company, Robb Report, Top Gear UK, Hypebeast, and more, equating to $40 million in PR value. Social engagement further soared as NFL star Joe Burrow’s interest in the Tumbler sparked a viral moment, fueling 15,000 site visitors from across the globe in just one month. Through seamless integration of digital and physical activations, strategic brand partnerships, and an immersive storytelling experience, Relevance both validated the market for Bruce Wayne as a luxury brand and set a new standard for high-end experiential marketing.
Results:
- An overwhelmingly successful campaign, the PR effort achieved global results that have driven consumer traffic and influenced ecommerce and retail conversations about the industries’ evolution.
- The campaign has achieved approximately 350 pieces of organic coverage to date and a total potential audience of 25 billion across North America, Europe, Asia, and Australia, including coverage in Forbes, Fast Company, Robb Report, Maxim, and many others.