For the 25th anniversary of Definitely Maybe in August, we were keen to have activity around the date with it being such a key landmark. As this wasn’t about releasing new music, we wanted to be creative about how we presented the campaign as well as do something special and quite different to what had been done before.

The ambition was to involve the fans as much as possible. We were leading the campaign presenting assets, utilising original content that hadn’t been seen for quite a long time as well as creating new assets – but we also wanted fans to share their own memories and their stories about the album.

We launched the campaign trailer with the hashtag – #DefMaybe25 – as the hub for everyone to share their own memories. We pushed the hashtag across all the official Oasis accounts on Facebook, Twitter, Instagram, YouTube and used this to pull together the different online content to feature on the band’s website.

We created a Facebook group called Definitely Maybe: Oasis Community which is a closed group so people have to request access to become members, which gives it that extra community feel and became a space for super-fans to connect and share.

We created a schedule of assets to share every day from launch across the whole of August including one key fan interaction at least once a week to keep fans engaged, give them something to talk about and it helped generate the conversations.

In the first week we shared the sheet music for ‘Slide Away’ and invited people to record their own covers and share them using the #SlideAwayChallenge hashtag. We made a video of the sheet music so fans could follow it and play along. We created a dedicated Slide Away Challenge playlist on the Oasis YouTube channel and added the best versions to it, which we then shared across all channels.

In week two, we created a super-fan quiz – Definitely Or Maybe – based on True Or False questions.

We created a four-part Oasis podcast, Listen Up, working with podcast company Cup & Nuzzle. We felt that the story around the making of the album had been told many times before, so with the podcast we wanted to focus on the social and cultural impact of the band and the album at the time. It was a seminal debut album that influenced the music scene and the youth culture around it.

On anniversary week, we launched a new official Oasis GIPHY channel. We created GIFs based on each track on the album and bundled them all into a story that got featured on the GIPHY homepage.

We also worked with All On The Board who create original content for London Underground on whiteboards.

They wrote a brilliant Definitely Maybe related poem, incorporating the track titles. It appeared at North Greenwich station, reaching a footfall of over 80k. They also did a version for online.This also helped drive awareness and embraced the anniversary celebration.