With limited initial support at press and radio, we had to look to less traditional channels for a music campaign and focused on digital specifically.

Within digital, we had to look how best to engage a super-savvy set of fans in new and innovative ways, all whilst aligning with the campaign’s aesthetic – particularly the narratives of the music videos.

Bad Blood Investigation http://www.smarturl.it/badblood An app that turned the narrative of the ‘Bad Blood’ (single #1) video into an online police investigation:
• Part 1 (pre-video launch) – asked fans to share fake newspaper clippings that related to the narrative in the video
• Part 2 (post-video launch) – asked fans to file a witness report of what they thought had happened
• Incentivised by limited-edition Bastille badges and finger-printed vinyl
Objective was to engage fans around the video and reach friends of fans with related content.

Triangle Tour http://www.bastillebastille.com/triangletour http://www.youtube.com/watch?v=r50ofz_ qlqY&feature=youtu.be
A series of three guerrilla gigs called the Triangle Tour:
• Fans voted for the top three destinations that weren’t on the current tour via Facebook
• Locations chosen but hidden on a map
• Fans had to share the map to reveal the locations – map zooms in to reveal them
Objective was to drive regional support, create PR value around the gigs and reach friends of fans through content sharing. Gif shop

Demo: http://clients.ideajunction.co.uk/emi/ bastille
Fans could create gifs from the ‘Flaws’ video and send them in their own postcards from Coney Island, featured in that video (single #2).
• Fans were challenged to get their gifs seen the most times
• All views were calculated and put into a scoreboard
• Top 10 got signed prizes Objective was to facilitate UGC and seed it through social networks, rewarding the biggest ambassadors of the band. Derelict cinema album screening

Demo: http://bastillelive. airbornedevelopment.co.uk/
• The page design is in line with the derelict buildings from the ‘Pompeii’ (single #3) video

Demo: http://bastillelive. airbornedevelopment.co.uk/privatemovie. php
• Book yourself into a screening of the album
• Screening of a film made from music videos and tour visuals
• Fans can live tweet from the screening • Can also review the album and add it to a commemorative album cover http:// bastillelive.airbornedevelopment.co.uk/ reviewslobby.php
Objective was to drive data capture and retargeting pool ahead of album release.

Thingtank http://thingtank.bastillebastille.com/
• Complicated-looking, but not actually that complicated tool to drive UGC
• Fans can screengrab, annotate and share moments from the video.

OfTheNight.fm http://ofthenight.fm/
• A radio station that uses a live feed of the LAPD police radio and syncs it with crime scenes from the video to Bastille’s ‘Of The Night’
• Only live between 10pm and 6am
• Hidden in the broadcast is a URL that takes you to hear two new Bastille tracks.
• Designed to engage existing fans around ‘Of The Night’ and the repack, as well as build retargeting data ahead of release.