Metallica debut their album 'Hardwired' at House of Vans
To mark the launch of their 11th Studio album Hardwired….to self destruct, Metallica performed an intimate, sold out gig under the arches of House of Vans, London.
The event was Live Streamed globally and made available on demand on the band’s channels for the 1st week of release.
Vans’ main brand objectives were to communicate the Metallica: Hardwired at House of Vans story to position Vans as the home of creative expression. They wanted to reach a Global audience with engaging coverage of House of Vans’ biggest music event to date and drive traffic to their House of Vans website.
Globe developed a strategy to build a comprehensive approach in order to amplify the event & live stream. We established key partnerships with PR and media partners who supported the Global amplification of the campaign and the exclusive content that we captured before and on the night of the event.
The gig attendance was maxed out at 850 and audience members were made up of press, label and competition winners who had the chance to be there via a House of Vans online public ballot.
The event was hailed as a complete success, Globe filmed and captured compelling and engaging moments throughout the night that led to over 46 million (and counting) views on all of the content.
Not only that, but the live stream sent social channels into overdrive. Twitter saw 340,000 engagements with the tweets from House of Vans and Metallica’s owned channels and over 125,000 people tuned in to watch the live stream on the night. The photo album from the night received over 60,000 engagements with a massive reach of 1.5 million.
Additionally, to ensure that the night contributed to more than just the fans, House of Vans’ local charity partner Railway Children raised over £15,000 from door donations which is enough funds to feed 625 children for 3 months!
Content:
Metallica x House of Vans highlights
Lars Ulrich interview with BBC Radio 1
Press: