Промо нового альбома «Постоянство веселья и грязи»

Главное о кейсе

Все билеты на премьерные концерты группы были проданы (3 концерта). Было получено 3.6 млн free media за счет бесплатных публикации в СМИ и реакций аудитории в соц сетях.

Бизнес-задача и ее решение

Нам была поставлена задача привлечь внимание общественности к выходу нового альбома и концертам авангардной группы "Федоров и Крузенштерн".

В условиях отсутствия бюджета на продвижение, привлечь внимание общественности можно лишь за счет яркой идеи и нестандартного промо.

Прочая информация о кейсе

Сan ordinary garbage be a promotional tool?

Of course, it can!

That is if the promotional budget is 0 rubles, and the promotion is for an avant-garde experimental music album based on the verses of Russia’s main absurdist poet, Daniil Kharms.
The album is from the band “Fedorov and Kruzenshtern” under the title of “The Constancy of Fun and Dirt.”

That’s why we chose to promote it in the most absurd way: We threw the album away, like ordinary trash. We put garbage, dirt, and scrap paper from the print edition of the album into garbage bags adorned with a portrait of a laughing Daniel Kharms. We also put copies of the new album inside and left bags around the city in places that were significant to the poet.

To help find the bags, we created a site and left hints on there http://hahahaharms.ru/ and clues in the premiere music video.

Our promo gained media attention, and the project received more than 3.6 million impressions in the media. The video with the hints was included in the “Best Clips of the Week” collections on MEDUZA and GAZETA.RU. All upcoming concerts completely sold out.

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