To promote the release of their new album, Wolves, we created the We Are The Wolves scavenger hunt app alongside Landmrk to incentivise UK fans to explore London for the chance to win tickets to the sold-out show at The Garage. Fans were encouraged to sign up, before being presented with a map of London, pinpointed with iconic locations. They had to visit these hotspots to enter the geo-fence, each of which unlocked a multiple choice question about Rise Against and their history. The fan who completed all of the questions correctly – and in the fastest time within the 48-hour window – won the tickets.
To reward everyone who took part, in the final hour of the promotion we released coordinates to Poet’s Corner in Hyde Park within the app, instructing fans only to “be there”. We surprised them with a secret acoustic set and the chance for all fans in attendance to meet and jam with the band. We promoted the app using UK geotargeted boosted posts, alongside video assets customised to the activation.
Our goal was to re-engage nostalgic UK fans and to give them something special to take part in whilst the band were in market, as well as to raise awareness of the new album in an international territory. We had 2.3k unique users and new sign-ups to our email database, as well as almost 10k visitors to the app.
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