For this campaign, we focused on guerilla marketing activities that stood apart from similar bands’ album campaigns. We offered direct-to-fan exclusives, showcased the personalities of each band member and captured fans with Otherkin’s exhilarating live shows, which accumulated in a 60-date album tour across 17 different countries.

-Ahead of the OK album release, the band launched their newsletter campaign. To encourage sign-ups, fans who subscribed to the newsletter received exclusive details of a private Otherkin House Party. This was held in an abandoned house outside the city and only those signed up to the newsletter were sent their “golden ticket” to gain access.

-On the eve of the album release date, The Feel Its (an Otherkin tribute band) were to play a free midnight show in a Dublin venue with a capacity of 100 people. We started a rumour that this was actually a secret Otherkin gig to launch their album and word excitedly spread in hushed tones to keep it exclusive to the “true fans” in the know. At midnight, we sold albums contributing towards their chart position. The band members did an Otherkin DJ set after the sold-out show.

–We worked with local brands to help promote the album launch, including Rascal’s Brewing Company, a local beer, who launched the Otherkin OK Beer alongside the album release.

Hard Working Class Heroes, a music festival and conference, offered discounted tickets to those who could prove they had purchased the Otherkin album. They also partnered with Safe Gigs For Women during their European tour and took a stand against sexual assault, which was covered by the Daily Mail as well as NME.

-Otherkin played in-stores, did Instagram takeovers and live stories on Reading & Leeds, Electric Picnic and Hard Working Class Heroes Instagram accounts.

-We ran a Day In The Life campaign on Otherkin’s social media accounts whereby, one day a week in the run up to their album launch, each band member documented their day on Instagram stories, allowing fans to get to know more about each member individually. Two of the band members were “inked” with Otherkin-related tattoos, including lead singer/guitarist Luke, who had the album title OK tattooed on his wrist, which was used as the album artwork. Fans were offered the design as free “fake tattoos” at Otherkin gigs. During their 60-date tour across 17 countries on the Otherkin OK Album tour, fans could track the band and stay up to date with their antics on Polar Steps.