AMBIENT MARKETING & OUTDOOR ADVERTISING CAMPAIGNS

Muse generated huge excitement when it was announced they would headline the final night of the iTunes festival at London’s Roundhouse venue, on the eve of the release of their sixth studio album, ‘The 2nd Law’.

Working closely with both the label and the album’s artwork designers, Brotherhood Media came up with a plan to take over Camden on the night of the gig with a series of eye-catching projections, both outside and inside the venue.

From the moment fans arrived at Camden Town tube station they were treated to a display of Muse projections on buildings following the route to the Roundhouse, including a specially-designed animated projection on front of the venue. Brotherhood Media had a street team carrying handheld projectors interact with fans in the queue, as well as between the station and the venue. Whilst inside the venue, Brotherhood Media provided additional wall projections alongside an innovative, interactive floor projection which allowed fans to ‘kick’ light images.

Brotherhood Media’s special touches provided gig-goers and passersby with prime social media image and video sharing opportunities to generate extra online buzz around this spectacular performance by one of the UK’s biggest and best live bands, ahead of their imminent album release.