Objectives
- Launch the new Foo Fighters album of One By One to university audience
- Create hype around only one copy being in country
- Develop a fan base for inclusion onto Foo Followers list
- Incentivise student participation through high prize value and SMS campaign
Activity
- 7 exclusive listening sessions at key universities in 4 states
- High prize value on offer for students, VIP BDO tickets, signed merchandise and SMS campaign
- Simple competition mechanic to incentivise participation
Communication
- 5,000 pole posters and 50,000 flyers distributed to university sites and student ‘hang-outs’
- High profile street press advertising campaign
- PR campaign across street and student press, radio and internet
Results
- 7 listening sessions across 4 states
- Over 50 pieces of editorial coverage achieved on press, radio and internet
- Publicity campaign and sessions reached over 250,000 students
- Kick-started campaign to release of One By One to core Foo Fighter audience
- Over 2400 responses to SMS campaign
