Chart topping, arena-playing UK Rock band Don Broco had emerged as the figurehead of an exciting, new-and-improved rock scene.
Their third album, Technology, was about to take the band to greater heights than ever before and expectations were high that the band’s return to the spotlight would be a milestone in their career, and their most successful campaign to date.
A campaign with three separate elements was created in order to drive ticket sales to their biggest ever headline show, increase album pre-orders & sales, and generate traffic around the launch of a new music video.
A creative approach was needed to drive ticket sales, generate social media engagement and ensure that their career-defining show at London’s 10,000 capacity Alexandra Palace was a sell-out. To facilitate this, a bespoke video game was commissioned, free to download for fans on all major app stores, tied in with the artwork and aesthetic of the show’s advertising campaign. Fans could compete and compare scores online for their chance to win VIP packages and meet & greets and access links to pre-order tickets for the show.
Separately to this, fancy-dress style ‘dead skin masks’ (as featured in their music video for ‘Pretty’) were printed and distributed to an audience of over 100,000 across the three Slam Dunk Festival dates in the run-up to the Alexandra Palace show, with the masks featuring show and ticket details on the back print.
For the show itself, actors were hired and dressed as characters from the band’s music videos – primarily cowboys and aliens. The actors circulated in the main entrance foyer, handing out flyers featuring album pre-order CTAs, posing for photos with Don Broco fans and interacting with the show’s audience. This served to heighten the crowd’s enthusiasm and sense of being a part of something special and unique, bedding in the band’s reputation as a disruptive and creative voice in the music world.
These separate marketing solutions dovetailed together to result in the band selling out the prestigious venue, receiving the highest levels of social engagement to-date, and scoring a UK top 5 charting album in ‘Technology’.
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