IRIS Ventures’ Post

VICIO: Building #Cultural Currency, One #Activation at a Time 🍔🔥 What happens when #brand, #content, and #culture collide? You create moments that people want to talk about. In the past month, VICIO delivered two best-in-class activations that prove just that–while staying true to its anti-establishment DNA. 💥 H** Milf(shake): The #Campaign That Took Over the Internet A masterclass in generating earned media value (EMV), this bold campaign reached 8.8M+ people, with 100 #influencers joining in – nearly half organically. The winning formula? 🔥 Product: A spicy burger that needed the right storyline 🎥 Content: A campaign blending humour, music, and internet culture, in collaboration with Nil Ojeda one of Spain’s most influential content #creators 👀 Cultural Relevance: Tapping into top creators & streamers like @kappahhh4 & @lolalolita, sparking user-generated content (UGC) at scale ⛷️VICIO Hits the #Slopes in Baqueira Another example of building culture through brand moments, VICIO brought its signature indulgence to the mountains with a 15-day pop-up + Après Ski parties. 🍔 New Occasion Creation: Smash burgers on the slopes–blending winter sports with indulgent food culture 🎿 Meeting Consumers Where They Play: Embedding VICIO into the Après Ski lifestyle, making it the go-to post-ski indulgence 🔥 Expanding Brand Associations: Aligning with ski culture, music, and premium experiences beyond traditional fast food settings VICIO isn’t here to follow the rules – it’s here to rewrite them. This is how brands win today: by connecting with #communities and tapping into #culture. #VICIO #BrandBuilding #EarnedMedia #Culture #Marketing #IrisVentures