Capitalising on the cult status and crazy personality of the group, we created an online community to build hype and word of mouth buzz in the leadup to their first ever live performance.
The exclusive performance we created as a reward for loyal fans was streamed online during a 'once in a lifetime' solar event, earning global media coverage and hundreds of thousands of viewers online. All without spending a single dollar on paid media.
Credit: Mathematics
The performance was streamed to a secret online location for the duration of the solar eclipse and seeded to consumers through the underground campaign channels we had created, with a massive response worldwide from viewers and media. The hype created by the lucky 20,000 live viewers and subsequent media coverage, led to a further 900,000 views. Making it Empire of the Suns 4th most viewed clip ever.
Centred around the secretive and mysterious Army of Colour movement and the exciting exclusive eclipse performance a wildly successful global PR campaign was rolled out to online media, music press and mainstream publications.
Global coverage of the Army of Colour and the Eclipse Event from media ranging from music industry, blogs, online and mainstream press including: The sun (UK); NME Magazine (UK); Inthemix.com.au (Aus); TripleM (Aus); ABC (Australia); The Vine (Aus) with ZERO dollars spent on paid media.
The campaign developed a large network of passionate consumers from around the world, and we were able to capture this data through the various channels and harness it for future promotions and consumer insight. Information through Facebook in particular was able to pinpoint consumers and demographics in particular territories, and target them with unique messaging.
We created a logo and identity for the Army of Colour and developed it into the campaign assets both online and off. The logo was then integrated into the bands costumes and included in their film clips. Creating a subtle tie in between the Army of Colour and Empire of the Sun for the more discerning fan to pick up on.
We built a standalone blog, as well as an eclipse focused information portal to seed the unique and curated content online. The portals were updated daily and received a high level of traffic throughout the campaign, and still exist to this day.
We developed the content strategy for each of the online channels and delivered unique and curated content across each channel on a daily basis. This content was then shared and spread around the globe thanks to the passionate community of followers.
