The initial campaign began back in March. Building from the striking Aleksandra Kingo imagery of the band on a fire extinguisher, we launched a series of billboards in capital cities around the World – in particular previous key markets for the band, including Berlin, Paris, Sydney, Mexico City and New York.

We also worked with Diabolical to build an interactive billboard which we positioned in Shoreditch (London). The large-scale interactive billboard included a real working gas canister which shot smoke out of the extinguisher. The smoke was triggered by a large red button branded with the Two Door Cinema Club logo which passers-by could push to set off the smoke.

To ensure we had a full worldwide campaign, we worked with the Landmrk app to additionally position augmented reality billboards. These were placed around the globe in far-flung places where we saw pockets of fans of the band via Spotify and Facebook. When fans interacted with these billboards they were taken to a message from the band telling them to stay tuned for more information coming soon as well as the chance to enter a competition to win new merchandise. There were 20,000 user interactions on Landmrk.

Leading us into the first piece of new music, ‘Talk’, we branded a red phone box on Brighton pier. Leading with a new image from the Kingo shoot of the band wrapped in an old-fashioned phone wire, we placed a dummy phone in the box. When picked up, the phone played fans a loop of ‘Talk’.

Inspired by the title of the second single into the album release, ‘Satellite’, we launched the album cover into space via the help of a company in Sheffield. The album cover was placed in a space balloon and shot into space. On album announcement day we went live on Facebook, with the band providing a commentary on the launch, announcing the album details and answering questions from fans.

One month out from the album release we launched a pre-save initiative with Show.co to drive fans to pre-save False Alarm on DSPs. The competition offered the chance for two fans to fly out to NYC to see the band perform live.

Leading into release week we launched a PR stunt using one of the band’s stage props – a giant inflatable fire extinguisher. Phase 1 saw us announce via the band’s socials that the extinguisher had been stolen from the band’s lockup and asked fans to keep an eye out in case they came across it. Following this we created fake eBay and Reddit ads, from fake accounts offering the extinguisher for sale, we gained a huge reaction from this, getting shout outs on radio news alerts including Radio 1 and we saw tabloid pick up about the missing item.

On chart day, the band were co-headlining the Other Stage at Glastonbury. We set up fake weather reports on the screens on the motorways leading into Somerset saying that the weather for the festival was going to be torrential… with a “false alarm” screen with the band’s logo flashing up to let festival goers know it was just another ruse and there wasn’t really any cause for concern!