AMBIENT MARKETING FOR SOCIAL MEDIA VIRAL CAMPAIGN
Columbia Records especially requested Brotherhood Media to execute the offline, ambient part of a social media campaign for the release of Tom Odell’s debut album ‘Long Way Down’. Brotherhood Media arranged a Tom Odell-branded electric piano, which played his single ‘Another Love’ automatically, and toured it around various town centres across the UK.
At each location the Brotherhood Media street teams distributed ‘missing posters’ for the ‘lost’ piano in the morning before the piano arrived later that day. These posters were designed to be sufficiently eye-catching so fans would photograph them and share their images to Twitter and Instagram using the hashtag ‘#FindTomsPiano’. This image-based viral activity then fed into a specially created microsite and helped add to the fans’ excitement, and online hype, for the much-anticipated album by such a hotly tipped artist.