The launch campaign for Plan B’s album, ill Manors, combined traditional and digital media. The key objective was to ensure it reflected the scale and character of the album while connecting with a savvy online audience. Fans were prompted to tweet the hashtag #ILLMANORS and voice their opinions on the current climate in the UK, reflecting the overarching subject matter of the new album. In total, 300 of the tweets were recreated by graffiti artists, projected 100ft high onto London Landmarks, photographed and retweeted back to individual users
The Building Blocks
Twitter was the ideal platform to reach to a socially and politically connected audience.
The concept of taking users tweets and physically recreating them in real world settings through the medium of graffiti invited a raw response to the gritty subject matter surrounding the album.
The contrast between digital tweets and sprayed graffiti added an edge to the campaign.
-
SocialFacebook
Twitter
-
VideoYouTube
The Team
- POWSTER fb.com/powster
- James Swindells, Project Director
- Ste Thompson, Creative Director
- Drew Robinson, Film Co-ordinator
- Tim Stephens, Social Strategist
- Mediagang.co.uk www.mediagang.co.uk/
- Manou Bendon, Projection Co-ordinator
- Tedra tedra.net/
- Dan London, Web Developer
- Atlantic Records atlanticrecords.co.uk/
- Olly Rice, Marketing Manager
- Nikke Osterback, Digital Campaign Manager
- Jack Melhuish, Marketing Director
The Results
We maximised and amplified key events by harnessing the online conversation and integrating it into physical marketing. This campaign seamlessly combined the use of big statement physical events with the innovative use of digital touch points.
The campaign captured the online discussion around the album and placed it in a real world context by projecting it onto the landmarks of the city fans were discussing.
Another key point of learning was the importance of maintaining a high quality and consistent tone across multiple digital platforms and into the real world.
