We created The Twilight Receiver, an AR platform which allowed fans to enter Jack’s virtual world and unlock exclusive content related to both albums. The platform featured two modes – Dawn Mode (referencing ‘Fear Of The Dawn’) and Heaven Mode which encouraged fans to explore an imaginative skyscape that unlocked new pieces of media and content through the album release. Many items were easter eggs to announcements and indie retail valueadds.
One of the bigger easter eggs was teasing a series of coordinates that lead fans to discover Third Man Records London and Rough Trade East – hinting at the release week events happening at these locations.
A comprehensive strategy via The Orchard ads team amassed a total of 73m+ impressions, 785k+ engagements and 45m+ total video views. Additionally, OOH postering/billboards was booked across the US, Germany, UK, Japan, France and Australia.
Robust global independent record store activations featuring painted murals, in-stores, midnight listening events, release day pizza parties and value-add giveaways that included screenprint posters and one-of-a-kind album dice game set, The Metamorcle.
Surprise set at Glastonbury and streamed live on BBC, which became a viral success as one of the top ranked performances of the festival.
Saw the most successful radio campaign for Jack as a solo artist as ‘Taking Me Back’ was his first #1 radio single at Active Rock and also landed #2 at Alternative in the US, while ‘What’s The Trick’ was top 5 at Alternative Radio. Additional international support from BBC Radio 2, BBC 6 Music (UK), MDR Kultur, SRF 3, Radio Eins (Germany), France Inter (see above), among others Extensive international press coverage including: two late night TV performances with Stephen Colbert (US), covers of Spin (US), Mojo (UK), Total Guitar (UK), Musikexpress (Germany), and many more.
College Marketing campaign in the US where reps accomplished localised marketing and digital promotions for both records that drew over 100k impressions.
Created a Community SMS Text Line (US and Canada only) that helped drive preorders, pre-saves and ticket sales.
Set up digital pre-save/pre-add competition for a custom pedalboard designed by Jack that drove thousands of pre-saves at Apple Music and Spotify.
Fear Of The Dawn saw great charting success in US, UK and other international music marketings including: seven #1 chart positions in the US and peaked at #4 on Billboard Top 200 Album; saw charting in UK (#3), Ireland, Germany (#6), Canada (#1 Alternative Album), Netherlands, Belgium, France, Ireland, Italy and Japan.
Entering Heaven Alive saw charting success in the US (#9 Billboard Top 200 and eight chart topping entries across alternative, Americana and rock categories); UK, Ireland, Germany, Switzerland, Belgium, Netherlands, France, Canada and Australia.
Jack played a total of 157 shows across both projects (145 of which he headlined and 20 sold-out arena shows).
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