Before starting the new album campaign, we took the band’s bestperforming catalogue track to radio in order to expand the awareness of the track. Despite the track being almost three years old, we quickly began impacting ‘hometown’ to both Active Rock & Alternative Charts across US and Canada; ultimately the track went top 5 at Active Rock and hit #3 Active Rock in Canada.

With our marketing strategy, the intent was to lean into FOMO marketing and provide only-happens-once activations for fans.

The first iteration of this was launching a fake pirate radio stream that was hidden and embedded into the band’s website. The band dropped teasers on socials encouraging fans to check out the new website for a surprise. If the users clicked through the ads they were taken to a private cleopatrick fake broadcast that featured a date, time and play button.

We watched as fans identified this information and shared with other fans. Upon the date and time, a broadcast started on the website which featured a 30-minute mix created entirely by the band. The band finally premiered their new single ‘GOOD GRIEF’ and launched their debut album campaign. During that broadcast, we logged 4,500 unique users across a total of 71 territories.

Approaching our album announcement and focus track release of ‘FAMILY VAN’, we wanted to capture people’s attention and the creation of familyvanthegame. com, a unique desktop/mobile game experience, which generated streams and revenue with each play. Fans competed to be #1 and win prizes as well as clout.

Digital ‘zines, which the band created were launched around key moments in the campaign. They contained breadcrumbs and clues to future cleopatrick music, rewarding curious fans with hidden links that led to behind-thescenes content, clips of upcoming songs, personal messages from the band and more.

The radio campaign was driven by active rock radio airplay and went top 5 on the Active Rock Mediabase chart with ‘hometown’ and top 25 with ‘FAMILY VAN’.