Case Study : Kentucky Kicks Ass
Three proud Kentuckians (Whit Hiler, Griffin VanMeter, and Kent Carmichael), calling themselves Kentucky for Kentucky, took it upon themselves to rebrand the great commonwealth of Kentucky. A pretty big task, considering they had zero money and no one asked them to do it.
They launched a YouTube video declaring: Kentucky Kicks Ass. And the people of Kentucky either loved it or hated it, but it got them talking about the great people, places and things their state has to offer - a campaign that was heard around the world and part of popular culture. As mentioned in The USA Today, NPR, the BBC and comically in Conan O’Brien’s monologue.