Take an existing unknown or forgotten brand/product and create an integrated campaign that would benefit the product.

 

Vinyl

 

Competition related.

 

By creating a competition around the Artist ‘Slash’ and his new album ‘World On Fire’ this will hopefully raise awareness on not only him as an artist but also on the product itself.

 

A Campaign promoting the ‘World On Fire’ album, Slash, Download festival, but also most importantly promoting Vinyl as a product.

The concept is to use a competition that gets people to go around LONDON on a scavenger hunt with the aid of the ‘World on Fire’ app. Once they have completed the competition they win 2 tickets to DOWNLOAD Festival and a chance to see Slash live.

The campaign is divided into 3 sections, including the promotional period, the competition itself and then the lead up to the festival.

 

Using Social Media, including a Facebook and Twitter campaign sending messages from the artist themselves and information about the app and the competition.

A series of Billboards around London that use Augmented reality (in this case BLIPPER) to reveal that Slash will attend Download. This will take place 2 weeks before the rest of the Bands get announced, creating a lot of interest into the competition.

A magazine article placed into Metal Hammer and Classic rock to target the hard core fans.