JOHN REED Downtown Throwdown

360° campaign with on- and off-line promotion leading up to the one year anniversary of the first ever JOHN REED in the US, JR DTLA. The campaign culminated in a massive weekend-long party at the club featuring live DJs, product sampling, drinks, food, (real) tattoos, contests, & an exclusive promotion for new members, and resulted in the most trafficked weekend in the club’s history.