Swizz Beatz x Hennessy Black. Swizz Beatz and Hennessy have teamed up as the producer/rapper will help launch the limited Hennessy Black label to the marketplace. The key to the promotion is Swizz’s single “When I Step In The Club” which prominently promotes Hennessy Black and is directed by Hype Williams.

Part of the promotions include integrated on and offline marketing efforts. According to an official statement:

“Last week, professional dancers surprised club goers in four major markets when they performed an original “UP/DOWN” dance routine to the new Swizz Beatz song. Following the dance, consumers were handed an all-black business card that directed them to the Hennessy Black website, where they could check out the new Swizz Beatz video and original song, drink recipes and in the coming weeks, videos of consumers creating their own “Up/Down” dance.”

“These clips will also be posted to the Hennessy Black YouTube channel, where consumers will be able to vote for their favorites from each city. The most popular dancers will be flown to LA, where Hype Williams will film them and cut them into a new version of the video.”

Check out the official Hennessy Black website for more details. The Godfather of Hip-hop Marketing: ProHipHop

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