Usain Bolt

Gui Pellan

Agency: Willie Beamen
Role: Digital Account Director Responsibilities: Production, Creation, Coordination, Project Management, Community Management, Events, PR.

The context

MUMM Champagne has been celebrating its greatest victories since 1827: sailing, Formula 1, Formula E, Football… In 2016, the prestigious brand is looking for a victory icon to carry its values DARE, WIN, CELEBRATE and accompany its international development over the long term.

An unprecedented association is created between the fastest athlete of all time and the brand at Le Cordon Rouge. Usain BOLT, known for his performances on the racetracks, but also in nightclubs, thus becomes the Chief Entertainment Officer – CEO of MUMM.

A digital strategy with an international dimension is deployed mainly on BOLT’s social networks to spread its messages. The icon is also involved in the highlights of the various subsidiaries and plays his role as CEO to the full.

Major activations are also developed, such as the first DJ Hologram of Usain Bolt or a gigantic 3D mapping for the 2017 New York E-Prix.

In a 40sec video, Usain Bolt challenged the participants of the Pyeongchang Winter Olympics. If an athlete climbed on the 1st step of the podium, made his iconic gesture and tagged it on social networks, he committed to send him a Mumm champagne mathusalem.

After 1 year, MUMM became the 2nd most quoted Champagne brand on social networks, the partnership is judged positive by 97% of the fans and thus becomes the most successful endorsement between an athlete and a Champagne brand.


Video : 1M views

Reach: 38M

UGC: 1,000 consumer contents created

Press coverage: 15M and 15 gold medallists took part. The IOC itself ended up relaying the operation!


GOLD – Grand Prix Stratégies du Sport 2018 – Willie Beamen for G.H. Mumm honor // Oct 2018 – Grand Prix Stratégies du Sport 2018

Shopping Basket