Panic! At The Disco - Pray For The Wicked

 

OBJECTIVE

Creative Artists Agency (CAA) and AEG, in conjunction with Crush Management, approached The Syndicate to execute a buzzworthy marketing campaign for Panic! At The Disco.


EXECUTION

Organized and executed an experiential marketing campaign, centered around secretive underplay shows that created awareness for upcoming Panic! At The Disco announcements.

  • As a part of the secret underplay tour, marketing representatives were directed to:

    • Dress in nun costumes to complement the new album, Pray For The Wicked and remain in character for the duration of the campaign

    • Target the exiting crowd of each show and distribute branded postcards to hint at the next show location

    • Create excitement for Panic! At The Disco fans by posing for photos in costume


IMPACT

  • 4,800+ postcards distributed to Panic! At The Disco fans

  • 200+ social posts and shares across Instagram, Reddit, YouTube and Twitter during the promotion

  • 12 marketing representatives activated in 6 major markets

  • Media coverage from 6+ publications including Alternative Press, Upset Magazine, Rock Sound and various local publications