Going into the campaign for the band’s fourth album, the goal was to grab people in a big way and do something on socials that no one else was doing and that the fans would love.

In the music video for the first single, ‘Manchester Super Reds No.1 Fan’, the band attempt to clone a lookalike David Beckham which results in too many Beckhams and a new foe for the band. In order to tease this in an inventive way, the band staged a fake hack on their Instagram in which their account was taken over by this Beckham clone, who turned the page into a David Beckham fan account and later revealed himself as being “responsible”. The penny then dropped for fans, who were then surprised with the news of the premiere of the new track.

Following the success of the “hack”, the football theme was continued across socials. The band were turned into retro football stickers, which were also used as their personal profile pictures and merch items in album bundles. Beckham’s warm up playlist was posted on socials to drive streams on Spotify. The Don Broco No.1 Fan Group was also set up on Facebook as a space for the band’s most engaged fans. Even posting for DSPs was done in a fun way, with multiple Beckhams edited into the locations of the band’s billboards.

The next release was the band’s single ‘Gumshield’, about the anxiety that comes with posting online and the fear of resulting arguments. This led to an idea from the band where Rob was to appear to be entering the world of boxing, following a staged online dispute with UK British Heavyweight champion, Dave “White Rhino” Allen. Rob’s training was posted throughout the weeks in lead up, with a live premiere of the fight turning out to actually be a surprise music video for the track.

Beckham continued to feature throughout the music videos in the album campaign, with album out now and ads content also featuring this Beckham lookalike trying to stop you listening to his archenemies, Don Broco. This was done with fun clips filmed together on music video sets and even Tube posters with Beckham simply telling you not to check out the album, which naturally led to even more interest and fans sharing photos online.