Green Day’s Radio Revolution Release

x

Title

Green Day’s Radio Revolution Release

Advertiser:

Warner Music Group

Year:

2016

Source:

Kinetic

Product Category:

Entertainment / Culture / Leisure

OOH Format:

Outdoor

Country:

Germany

Objective:

Increasing engagement and album sales of Green Day’s new release, Revolution Radio, amongst fans and other punk rock lovers.

Target Group:

Green Day fans, punk rockers.

Strategy and Media Used:

Contextually located street posters and murals prompted target audiences to download the CEE app and use it to scan the logo of the album – a burning radio. They were then directed to a mobile game, The Green Day Slot Machine, through which they could win prizes, from an exclusive live track to a concert trip or a Gibson guitar in exchange for their email address.

Results:

The campaign garnered over 5K scans and 7K page views in just 2 weeks, across 172 cities in Germany. Plakativ Magazine and Invidis described it as a powerful offline-to-online innovation.