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

W launched during one of Jake Paul’s biggest fights. The question was simple: how do we cut through the noise and make the brand the headline? The answer was a machine that let fans take their best shot — literally.

A Knockout With No Promotion, Just Pure Virality

We 3D-scanned Jake’s head and built a W-branded arcade boxing game. No media spend, no advance promotion. Just dropped it on site. Within minutes, lines formed, phones came out, and the machine became the most filmed moment of the nigh

Designed for the Internet, Engineered for Impact

Every swing turned into content. Clips flooded social feeds and the stunt spread at speed, eclipsing the fight it was meant to surround.

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.