Our goal for this campaign was to re-engage the fanbase, using innovative activations, whilst utilising the narrative of the ‘Bad Decisions’ official video.

To begin the video campaign, we created a global Snapchat filter scavenger hunt, which ran a week prior to release. At this point, fans knew nothing about the upcoming video. We created 14 filters, each containing an individual letter which spelled a lyric from the single once put together correctly. We placed these filters in Bastille’s top 14 streaming cities globally at a famous landmark or location, instructing fans to find them and work together online to complete the phrase using an original hashtag. They then had to enter the phrase into a splash page. We incentivised by promising the release of a special date if we received enough correct entries of the phrase.

On the aforementioned date, we released a cryptic teaser, with a distorted image from the video and a timestamp which correlated to the time that the track ‘Bad Decisions’ appears on their latest album, Doom Days. We then teased up to release with a series of illustrated tarot cards and self-help posters relating to the themes found in the music video.

On release day, we did a YouTube Premiere for almost 5k live watchers, followed by a comment Q&A and community poll. The video is currently sitting on almost half a million views.

Post-release, we launched a new flow in our bot, called Dr Dan’s Diagnoser. Fans had to make a series of bad decisions in order to be served one of the four characters from the video. They were encouraged to share these results to socials with an original hashtag. We saw a huge uplift in subscribers from this.

Finally, we created a “choose your destiny” adventure campaign for Instagram Stories, where fans could make decisions and choose their own outcomes for the music video. The twist? Every eventuality ended in death. As far as we are aware, this is the first time this has been done in the music industry.