Utilising Google Maps and location- tracking technology, we created a band- branded map, hosted on the band’s official website.

Using the iconic design of the Black Flame sigil, we invited fans to “Claim Their Flame” in which they pre-saved the album playlist on streaming services, placing a geographical stake in the ground above their location, showing their dedication to the band and excitement for the upcoming album.

During the first week of the initiative, we garnered 2,057 unique followers to a newly created playlist, and as an aside we benefitted from 1,173 unique mailing list signups. These figures now stand at just below double for the entire campaign.

Visually the black flame sigil engulfed the entire world, leaving limited ground untouched by the flame, giving a visual representation to the popularity of the band. It also stimulated conversation between fans on social media, by screenshotting their own particular flame on the map and attempting to connect with others in their proximity.

We ran organic initiatives to find particular fans in far-off locations (such as Iceland) and reward them for being fans of the band). Given the success of the campaign we decided to reignite the initiative around the release of the second single, ‘Knife Of Gold’.

We offered fans the chance to view the video 24 hours early, whereby in return for a sign-up to the mailing list, the video would be emailed to them before anyone else. This also offered fans the chance to
add gold branding to their previous black flame and gave fans a chance to ‘collect’ a higher prestige than other fans promoting competition.

This again inspired organic posting between fans as they competed to be the first to view the video, and the first to obtain a gold sigil, leading to more excitement around the track.

Post-album release, we decided to re-engage the Black Flame map for a third time. This time attempting to promote streaming figures and ticket sales around their upcoming UK and European tour. We included a golden ticket icon above each location of the gig venues along the tour.

Fans were instructed in order to win the chance for early entry to the show, a further two tickets, and the chance to meet the band during soundcheck they needed to share a pre-loaded text tweet in order to win. This tweet included venue specific information such as date, time, ticket links and also included a link to the tour playlist on Spotify.

With over 1,000 entries, streaming figures quadrupled as a result of the viral upsurge in tweets sharing the streaming link and excitement during the upcoming tour. Also as a result of people being made aware of the tour dates regularly the majority of dates along the tour sold out post the release of the third section of this initiative.