- TV campaign aimed at men aged 18 to 34
- ads running around UEFA Champions League and Premier League matches
- launch trailer is also running regularly during The X Factor
- this reaches an audience of over 10m adults every weekend
- billboards and digital ads deployed in the busiest sites of the UK’s biggest cities
- this includes London, Liverpool, Manchester, Bristol and Leeds
- large banners at London Underground stations
- online ad push, with site takeovers on mainstream sites such as YouTube and Yahoo
- launch event will feature special performances from chart-topping artists Example and Chase and Status
- surprise guests as well
- unprecedented number of midnight launches