Submitted by Prohibition PR

C4 Energy WIT Fitness Takeover Event

Influencer Marketing

Prohibition PR planned and amplified a one-day takeover event at WIT House London for C4 Energy with WIT Fitness, which the agency reports reached 5M total impressions.

5MTotal Impressions
25K+Engagements
2K+New Followers
20KSocial Followers

Case in 60 seconds

C4 Energy wanted to grow its presence in the UK sports industry while disrupting the UK energy market, so it needed high quality event coverage that would also drive brand awareness and social media engagement.

The campaign turns on credibility earned inside the sport rather than bought around it, because the page has C4 partner with WIT Fitness and cast fitness influencers that best represented the brand, so the energy drink enters UK fitness through people and places that already belong to it.

A one-day C4 x WIT takeover at WIT House London turned fitness influencers into competitors going head-to-head in fitness challenges, so the event itself became the source of content for the brand's UK channel growth strategy.

Prohibition PR ran a targeted competition on social before the day, supported event planning and branded assets, and secured fitness influencers with a combined following of 2.6M, with Bradley Simmons, Dan Tai, Bobby Rich and David Birtwistle competing in the challenges. The team captured the event in high-quality visuals, supported organic content with paid social and invited relevant journalists to build longstanding relationships.

Prohibition PR reports 5M total impressions, 25K+ engagements and 2K+ new followers from the takeover, and it credits those results to the event strategy as a whole rather than to any single strand of the work.

Strategy Breakdown

UK fitness audiences and key stakeholders in the sports industry, reached through fitness influencers, the brand's social channels and relevant journalists.
C4 Energy was disrupting the UK energy market from a standing start on social, so it needed reasons for UK audiences to follow channels that Prohibition PR had grown to almost 20,000 followers over the past 12 months.
C4 casts itself as the host of fitness competition rather than a sponsor beside it, which places the brand at the centre of the C4 x WIT takeover at WIT House London.

Creative & Execution System

Partners

  • Prohibition PR

Participation mechanic

  • A targeted competition on social positioned the takeover as the event to be at and gave followers a way to take part before the day.

Creator role

  • Bradley Simmons — creator
  • Dan Tai — creator
  • Bobby Rich — creator
  • David Birtwistle — creator

Results & Evidence

MetricValue
Total Impressions5M total impressions
Engagements25K+ engagements
New Followers2K+ new followers
Influencer Combined Following2.6M combined following
Social Followersalmost 20K followers

Why Prohibition PR's strategy worked

  1. 1

    Staging competition between influencers rather than booking them for separate posts gives a brand one event that yields visuals, online conversation and press material at once, because the challenge format creates moments worth capturing.

  2. 2

    A targeted competition on social ahead of a one-day event builds an audience before the doors open, so the coverage captured on the day lands with people already primed to follow it.

  3. 3

    Partnering with an established fitness venue lets a challenger energy brand appear inside the culture of the sport rather than advertising at its edges, which matters most when its UK channels begin from a standing start.

  4. 4

    Treating PR as an always-on relationship with journalists rather than a single event push turns one takeover into the start of future coverage opportunities, because the invitation itself opens the relationship.

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