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.

Launch the campaign
Published
January 2013
Topics

The Story

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.

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.

The Technology

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    Social

    Facebook

    Twitter

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    Video

    YouTube

The Results

We maximized 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.

Launch Date July 26, 2012