The Chopra Center in Carlsbad, Calif. was looking to generate awareness around Deepak Chopra?s upcoming retreat ?Seduction of Spirit? in Toronto. During the week-long retreat, Deepak Chopra would also attempt to set a Guinness World Record for the world?s largest meditation session. To successfully set the record, the Global Meditation would need to draw more than 15,000 participants (online and in-studio).
Yulu leveraged Deepak Chopra?s expertise by offering bylined articles in phase one of a four-month campaign strategy. Yulu then offered a limited number of interviews leading up to the Global Meditation to top-tier U.S. and Canadian media. Three weeks prior to the event, Yulu began to offer interviews to North American media with Deepak Chopra, Gabrielle Bernstein and singer / songwriter India Arie, just minutes before the meditation began.
Yulu landed 426 brand impressions for the Seduction of Spirit and Global Meditation in 40 outlets, with an estimated reach of 98 million. The coverage was overwhelmingly positive and the Global Meditation drew more than 130,000 participants. Notable coverage included: Forbes, New York Daily News and Metro News US.