AMBIENT & VIRAL MARKETING CAMPAIGN
Fun had already had massive success in the US with their single ‘We Are Young’ which the UK record label wanted to emulate here. Brotherhood Media started by engaging the band’s young and enthusiastic fanbase with stencils and by asking them to write on postcards handed out at their London gigs, their ideas of what “#isFUN”. The Brotherhood team then used these postcards and user generated content from the band’s official Facebook page in a much larger street marketing event designed to boost public awareness both on and offline.
Brotherhood Media commissioned an 8ft high solid version of the FUN logo which their energetic, experienced street team took around various London landmarks. Passersby were encouraged to interact by writing their own thoughts of what ‘#isFUN’ on the postcards which were then stuck to the giant logo and, as the public shared photos of their Fun ideas on instagram, twitter etc, the stunt went viral.
Fans all over the world were able to take part simultaneously too, sending messages via social media using the #isFUN hashtag. The day’s event was also filmed, creating online video content that was also shareable. After the single’s success and the release of the album, the FUN campaign moved from ambient marketing to outdoor advertising using large statement backlit poster sites and digital screens nationwide.