To promote the release of UK rock band Young Guns’ third studio-album ‘Ones and Zeros’, an eye-catching news-worthy solution was required.
The band had spent three successful years in the USA, scoring a no.1 radio rock single and growing their international profile considerably and now were faced with the challenge of re-asserting their status as one of rock’s leading lights in their home country.
Working alongside the notoriously cool events company BLAX, arrangements were made to invite competition winners and media publications to a private gig to be performed on top of an iconic London double decker bus, fully wrapped with the album’s artwork and release info. Winners and press were picked up at designated bus stops around London, with ‘Ones and Zeros’ themed oyster card holders and a specially designed TFL ticket.
Once boarded, they were greeted on the ground floor of the bus with catering provided by event partner Jamie's Italian restaurant, and cocktails made by a famous mixologist (with drinks named after the band’s singles) while on the top floor of the bus the band had a full live set-up. A five-song set from the record was performed to a mosh-pitting audience while driving around famous London landmarks with all the windows open, music blaring so passers-by had no choice but to stop and watch, ensuring brilliant coverage for the promotional material covering the outside of the bus.
The event picked up mass media coverage from all the leading music and lifestyle press and the event was featured in London’s free daily Metro paper, read by over 2.8 million people. The mass media coverage propelled the band’s album to the top 5 in the charts, as well as generating peak fan engagement across the band’s social media.
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