After a touring hiatus, there was massive anticipation for Coldplay’s return to the world stage with their 2022 Music Of The Spheres Tour. With its career-spanning setlist, it gave us a great opportunity to amplify both the latest album and their expansive back catalogue, which aptly tied in with the 20th anniversary of A Rush Of Blood To The Head in August.

Our main objectives were to create additional visibility for Coldplay’s repertoire and offer an enhanced experience for fans around the tour and anniversary.

To launch the European leg of the tour, we partnered with Spotify to give fans an exclusive sneak peek of life on the road. This included visual diary clips on Coldplay’s This Is playlist featuring Chris Martin sharing stories about the band’s life on tour. Spotify promoted this to fans via socials and a mobile homepage banner pointing to the hero playlist.

Fan videos from the shows were gaining huge traction on socials, especially TikTok. Tracks, including ‘Yellow’ and ‘Fix You’, went viral on the platform with millions of views and thousands of creations. We engaged notable local TikTok influencers, sending them to the shows to create content that captured the energy and emotion of the live experience.

Amidst Coldplay’s European tour dates, their seminal album A Rush Of Blood To The Head turned 20, creating a perfect opportunity to celebrate with fans old and new. Again, we worked closely with Spotify to update the content on Coldplay’s This Is playlist, with Will Champion sharing memories from the era. Spotify supported this anniversary with Mobile Home Banners in seven markets, OOH in London and a Fans First mailer in key territories. We also delivered Storylines and Canvases for each track.

We partnered with Apple Music to launch an Essentials Anniversary Spotlight, activated in 14 markets, including a Zane Lowe Radio Special with Will and Guy Berryman that launched on the anniversary itself.

We partnered with Twitter to launch a custom emoji, upgraded ‘The Scientist’ video to 4K on YouTube, and launched a bespoke AR Snapchat lens. Unseen archive studio footage was shared across Coldplay’s socials which resulted in millions of additional views.