Twenty One Pilots take over the tube in OOH campaign
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Atlantic Records’ twenty one pilots took over Wood Green tube station with fan art, ahead of their headline gigs at Alexandra Palace.
The band’s Facebook page launched a call to action for fans to submit artwork that showcases what twenty one pilots means to them. Their submissions were used to take over Wood Green Station between November 9-20, with all 109 advertising panels throughout the station reflecting the band’s unique relationship with their fans.
the7stars, the UK’s biggest independent media agency, has overseen the project and is integrating Snapchat geo-filters at the station and the venue to encourage fans to share the campaign with their friends and followers. The activity will use album lyrics and band images to drive awareness across social platforms.
Twenty One Pilots latest album campaign started in front of 250 people at the Boston Music Room on 14th May 2015 and this month they will be playing to 20,000 people at Alexandra Palace as the UK’s biggest international band of 2016.
Max Lutkin, marketing manager, Atlantic Records, said: “The connection that twenty one pilots have with their fans is a unique phenomenon and has been key to the success of the Blurryface album campaign. The station takeover nurtures fans’ solidarity with the band by giving them a new public platform to showcase their passion and creativity, while also raising awareness for people new to the music. To run this initiative alongside the band’s biggest UK shows to date seems like a fitting way to thank fans.”
Lexie Wilson, the7stars, said: “We designed the campaign to mirror twenty one pilots’ unique relationship with their fans. The activity will make fans and followers an integral part of the campaign and the addition one of the most popular social platforms, Snapchat, will ensure that the Wood Green takeover leaves a strong digital footprint. It’s an opportunity for the band to give something back and celebrate the fans that have joined them on this amazing journey.”
