Marketing Case Study

Two Door Cinema Club are a Northern Irish Indie rock/pop band who launched this viral marketing campaign to promote the release of their upcoming album, “False Alarm”. The campaign involved multiple elements and examples of cross media convergence;

  • They published interactive billboards picturing the band on a fire extinguisher which could release smoke
  • They also released AR billboards which prompted fans to receive a message to enter a competition and win new merchandise
  • They also customized a phone box for their single “Talk”, in which the phone only played a loop of the song to anyone who picked it up.
  • Another single named “Satellite” inspired the band to launch their album into space with a balloon live on Facebook.
  • They launched a PR stunt announcing that one of their props –  a giant inflatable fire extinguisher – had been stolen and prompting fans to inform them if it was spotted, they created fake accounts on eBay and Reddit who offered the inflatable for sale which gained a lot of attention
  • Finally,they set up fake weather reports leading up to their performance at Glastonbury followed by the “False Alarm” message and the band name.

Overall, this collection of stunts and their synergy as a whole proved successful for the band as they saw a 33% increase in Instagram followers, 131k more spotify listeners and earned a #5 position in the charts all helped by the distinct and unique visual style used in the campaign.

This exemplifies how a collection of smaller individual actions such as this can build up and converge together to create a massive impact for a release, even as an Indie band you can still gain massive success from a well executed and coherent campaign.

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