How We Made W the Most Talked-About Brand of the Week

W launched alongside one of Jake Paul’s biggest fights. With all eyes on him, we asked a simple question—how do we hijack the hype and make W the story? The answer: give people what they really want. A chance to punch Jake Paul in the face.

A Knockout With No Promotion, Just Pure Virality

We 3D-scanned Jake’s head and slapped it onto a W-branded arcade boxing machine. With zero dollars spent on promotion, we dropped it right at the fight. Fans lined up, cameras started rolling, and social feeds blew up. The machine stole the spotlight, outshining the match itself—and making W the true main event.

Designed for the Internet, Engineered for Impact

This wasn’t just a physical activation—it was built to go viral. Every punch was a shareable moment, and share they did. The content spread like wildfire, dominating social feeds and proving that W doesn’t need ad dollars to make an impact.

The Results Speak for Themselves

• 100 million impressions in 72 hours

• 750+ million organic impressions, $0 media spend

• Shared over 573,000 times across social platforms

• Active for just 8 hours at 2 events, yet outperformed traditional campaigns

No paid ads. No forced hype. Just an idea so good it marketed itself.