Category:

Originals

Client:

Mondelez

Country:

Global

The Story

On July 30th, Luke Aikins delivered the most thrilling 2.5 minutes of live content of the year by becoming the first person to jump 25,000 feet from an airplane with no parachute or wing suit, landing safely on a 100ft x 100ft safety net in California.

Mark Davis, Getty Images for Stride Gum

Mark Davis, Getty Images for Stride Gum

Mark Davis, Getty Images for Stride Gum

Mark Davis, Getty Images for Stride Gum

Mark Davis, Getty Images for Stride Gum

The Story Lab is proud to have contributed to Luke’s success by handling the worldwide distribution rights and helping monetise the one-hour live show on behalf of our client Mondelez, the Stride Heaven Sent investor, executive producer and sponsor.

The incredible feat, produced by Amusement Park Entertainment, was broadcast live as a one-hour show by FOX TV in the US, Le TV in China and YouTube pay-per-view, while the Stride Heaven Sent documentary is currently scheduled for global distribution at the end of 2016.

As Stride Heaven Sent managed to capture the imagination of broadcasters, websites and social media audiences around the world, Mondelez succeeded in communicating Stride’s brand values while delivering truly authentic, fearless and monetisable entertainment.

Laura Henderson, Global Head of Content Monetisation at Mondelez, said “The Story Lab believed in the dream of putting this on from day one and never gave up in helping us to make it happen. They truly understand the global entertainment content business, have worldwide scale and are highly innovative and agile.”

The media impact was instant and ongoing - with global press coverage from across the spectrum. The event was headline news for the world’s most important news outlets, from traditional brands such as CNN and the BBC to major digital publishers including Buzzfeed and Mashable. Appearing in news feeds globally across Faceboook, Twitter and Instagram along with blanket coverage in the trade press. At the time of writing there had been nearly 1.5 billion impressions, garnering publicity for the lead sponsor, Mondelez and its relaunching Stride Gum brand.

Michael Iskas, The Story Lab Global President said, “We created The Story Lab to generate new and innovative models for funding, producing, distributing and monetising premium entertainment content. So when Bonin, Laura and Jimmy told us about the jump idea back in August 2015, all we could say was how high.”

As the Global Content Monetisation agency for Mondelez, The Story Lab plays a key role in the broader Mondelez Fearless approach to content creation and monetisation, with Stride Presents Heaven Sent just the latest project in an ongoing and innovative approach to content investment and revenue generation, with many more highlights yet to come.

A third-generation skydiver, Aikins has over 18,000 jumps and has performed a variety of skydiving stunts. “I pushed myself further physically and mentally than ever before,” said Aikins. “But I had to prove that it could be done.”

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The Story Lab in

Canada

Address

Suite 400

276 King Street West

Toronto

Ontario

M5V 1J2

Contact

+1 416 504 3965

canada@storylab.com

The Story Lab in

Canada

Address

Suite 400

276 King Street West

Toronto

Ontario

M5V 1J2

Contact

+1 416 504 3965

canada@storylab.com