The goal of this campaign was to generate media buzz for the band and their upcoming show in Sweden, and also give the fans an out-of-this-world experience.

We had an Iron Maiden train from Stockholm to Gothenburg, which took a full train (five carriages) of Maiden fans from Stockholm to Gothenburg on the morning of the show. It is worth noting that members of Iron Maiden’s management, plus the president of their official fan club, made the effort to travel in to be part of the train journey.

The train was skinned on the outside with artwork resembling the new album. In the ticket price (666 Swedish krona), merchandise and other gifts were included, such as: an Iron Maiden tote bag; a copy of a random catalogue album (the idea with this was that people mingle and swap their records with each other if they already had that record); a copy of Sweden Rock Mag (with Iron Maiden).

We also had DJs, giveaways and quizzes on the train down to Gothenburg. Plus, we were doing live reports from the train.

Sweden Rock Magazine put the band on their cover for the second time for this album cycle, plus on the day of the show/ journey, there was a feature in GP plus DI had a four-page feature on the band and their beer (that was on the train).

We also had a heavy campaign with Rock Klassiker in the lead-up to the train. Rocksverige was also a big driver for this whole campaign.

Retail also saw a takeover with Sweden Rock magazine being the magazine of the month, with heavy racking in all stores plus the physical retail stores racking the full catalogue.

Pre-awareness saw Iron Maiden enter the top 100 on the most-played artist in Sweden chart for the Week before, at #95, this continued to build daily as the show approached.

While on show day the band jumped forward to be the seventh most-played artist in Sweden.

Additional pick-ups from the big global rock media including Blabbermouth, Loudwire and more, plus there was massive support from Swedish radio stations including Bandit Rock radio, a week takeover on Pirate Rock, and massive coverage on Rock Klassiker.

Aftonbladet released two Maiden podcasts on the eve of their arrival.

Plus there were multiple pre-parties arranged/set up in Gothenburg including ones at Trädgårn, with Pirate rock DJing and also the venue 2112.