CLIENT:
RHINO RECORDS
The Smiths: The Queen Is Dead 30th Anniversary Release
To celebrate the 30th anniversary of The Queen Is Dead, one of the most influential albums in alternative rock history, Rhino Records planned a special reissue for longtime fans of The Smiths.
The campaign needed to generate excitement around the release, rekindle engagement among the band’s passionate fan base, and create meaningful conversation beyond traditional music marketing channels.
With a limited budget and a highly engaged audience, success depended on delivering an experience that felt authentic and rewarding to dedicated fans.
SOLUTION:
TEC Direct Media developed a unique out-of-home activation using bus bench placements throughout Los Angeles.
Each bench featured the title of a song from the album along with the hashtag #TheQueenIsDead. Placements were strategically installed in the same sequence as the album’s track listing, creating a city-wide scavenger hunt that rewarded devoted fans and encouraged social sharing.
RESULTS:
The campaign generated significant organic engagement across multiple social platforms as fans photographed the installations, shared them online, and actively searched for specific song-title benches. The activation sparked conversations among music fans, increased visibility for the reissue, and demonstrated how a creatively executed outdoor campaign can extend far beyond its physical footprint to drive meaningful online engagement.
Awesome… #TheQueenIsDead #TheSmiths pic.twitter.com/vH9j4ECkIz
— Francisco Mendoza (@Francisco_Marr) October 29, 2017
Wonderful! #TheQueenIsDead https://t.co/Vh4D1pOdMS
— daily moz (@dailymoz) October 29, 2017
