Cannes Lions

FOO FIGHTERS RVA

THE BRANCHING, Richmond / THE BRANCHING / 2015

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Overview

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Credits

Overview

Description

It’s simple. The Foo Fighters hadn't played Richmond, Virginia in more than 15 years, and we wanted a show. But they had no plans on coming. And hiring the band costs more than $500,000. Money we just didn’t have. So we had to find other means to convince the biggest rock band in the world to come play our city. Our solution? Show the band just how much the city loves them, getting them excited and making them want to play RVA. So we launched a crowdfunding page and without as much as a venue, date or even the band’s knowledge, we started selling tickets to a non-existent Foo Fighters show. And then we promoted the hell out of it, posting on Facebook, Twitter, Instagram and Reddit as well as on the official Foo Fighters fan forum. We even went old school hanging up posters, handing out flyers, chalking all over the city and more. We explained to people exactly what we were doing, and let them know that even if we hit our goal of $70,000, everyone would still get their money back if the band passed. But the band didn’t pass. Instead they fell in love with the idea as soon as they heard about it. And as soon as the show sold out, they said yes. Then on September 17, 2014 we made rock n’ roll history when the Foo Fighters played a first of its kind show to a capacity crowd at Richmond’s historic National Theater.

Execution

We launched our Tilt page in March 2014 and immediately began getting the word out. We made and promoted a Facebook page, posted on all relevant subreddits like http://www.reddit.com/r/foofighters and

http://www.reddit.com/r/rva. We chalked the city with #FooFightersRVA and made sure all our Twitter and Instagram posts were tagged that same way. We also sought out and engaged with people who were hashtagging relevant topics like #FooFighters and #RVA. We hit the official Foo Fighters fan forum. We hung up posters and handed out flyers. We bought local ads on Google to appear whenever someone searched relevant topics like Foo Fighters.

Outcome

Not only did the Foo Fighters play Richmond, Virginia, but it was an exclusive show, just for the people who bought tickets through our campaign. A 1500 seat venue for a band that consistently sells-out the largest stadiums in the world. And it was covered in publications like Rolling Stone, Spin, Billboard, NME and on shows like CBS This Morning and Good Day LA. Additionally, the mayor of Richmond signed an official proclamation declaring September 17th as official Foo Fighters Day in RVA. But our success goes well beyond this. In fact, we started revolution. From the Foo Fighters to Jack White to the Red Hot Chili Peppers to Pearl Jam, from America to Canada to England to Australia, people all over the world are now replicating what we did. Because of Foo Fighters RVA, the concert industry will never be the same again.

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2 items

1 Cannes Lions Award
FOO FIGHTERS RVA

THE BRANCHING, Richmond

FOO FIGHTERS RVA

2015, THE BRANCHING

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