The campaign existed on two levels – granular fan engagement and one-off partner promotions to aid wider discovery.

Level 1 – fan engagement We worked with Authority Communications and Frank to ramp up personal D2F communications and competitions for the campaign. The highlight of this was the Frank Turner Flag which was a Twitter-led campaign asking fans to tour the flag around the country without Frank’s help. Fans managed to bring it right the way round to the London Forum show and beyond, culminating in the flag being auctioned off for Shelter, raising thousands of pounds. Fan Banners, which were circulated in mailers, included a permanent link to a download on the website and have been shared socially. These were created for the managers of fan pages and personal sites to enable them to share banners and creative around the album. There was also a competition called #TapeDeckArt where fans submitted their artwork inspired by song titles from Tape Deck Art on Twitter and we posted them in galleries on Facebook.

Level 2 – partner promotions: Google We teamed up with Google to create a 360 campaign, incorporating a YouTube teaser, Google+ Hangout, live concert stream and an exclusive Live EP delivered to Google Play. The combination of a number of Google’s platforms in tandem around release was a first and was cultivated between label and Google directly.

Level 2 – partner promotions: Spotify We worked with Spotify to develop a campaign that built gradually, focusing on developing Frank’s profile on the service leading into the album. The campaign included two homepage takeovers in April driving to the album as well as a Spotify live EP pre-release to increase Spotify followers.