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There are a few things you need when it comes to organising a major music tour: the band, venues, equipment. If the tour is to be a success, however, you need a major across-the-line marketing campaign right? Chewing gum brand 5 Gum is looking to question that logic.
The brand is organising a South African tour for up-and-coming UK band Two Door Cinema Club. Here’s the kicker though, 5 Gum is marketing the tour exclusively via social media and word of mouth.
Fair enough. Social media has a guaranteed, quantifiable reach without the expense of traditional advertising. 5 Gum is, however, looking to take things a step further. There are no tickets available for the tour but fans can reportedly visit Facebook.com/5GumSA for information on securing their spot, follow @5GumSA or the hashtag #5GumExperience.
The campaign builds on 5 Gum’s previous digital campaign in which “it promised to stimulate our senses with world firsts that incorporated audio and visual awesomeness”.
The brand brought this promise to life, it claims, “with two exclusive gigs featuring Etienne De Crecy (a celebrated French DJ and electro artist) and a campaign that saw people submitting customised, virtual building projections from all corners of the globe”.
The tour will see Two Door Cinema Club play two shows — one in Johannesburg and one in Cape Town.
Fans can book their spot at one of the two shows using the Facebook App.