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Four words, one unforgettable stunt: Panic! At The Disco's "Pray For The Wicked"
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Reach P!ATD superfans with the ultimate IYKYK stunt
CAA AND Crush Management wanted to make sure Panic! At The Disco's biggest fans were the first to know about the band's secret underplay shows.
Praying for the wicked and spreading the good word
Our grassroots marketing team was outfitted in nun costumes and given simple, yet mysterious promotional postcards hinting at the location of the next show to distribute to fans leaving Panic! At The Disco Shows. They were told to only say one sentence, no matter what they were asked by fans: "Pray for the wicked."
Campaigns
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Trending Topics and Media Coverage
The team distributed nearly 5,000 postcards to fans across six markets, resulting in the topic trending on Twitter and Tumblr, and media coverage from Alternative Press, Rock Sound, and more. The stunt is still discussed within the fan community and referenced often when discussing viral secret marketing campaigns.
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