Depeche Mode: 365 Days, 365 Fans
Depeche Mode has been around since the ‘80’s and has built one of the most passionate fan bases in music. But to launch the new Spirit album and Global Tour, they needed to appeal to more than their core fans. So the challenge was to reinvigorate a fan base & introduce new audiences to the band. We did this by handing over the keys to the huge but dormant Depeche Mode Facebook page to a different fan each day for an entire year.
How it worked:
For 365 days beginning in March 2017, a new fan was given the keys to the Depeche Mode Facebook Page each day to curate its content.
Nearly 4000 fans pitched their stories to our community managers to be one of the 365 lucky page admins.
These 365 fans were empowered to tell their Depeche Mode story on their assigned day via five posts consisting of their own imagery, videos and memories. Throughout the year, specially-selected fans were given VIP access to announce tour dates, promote songs and reveal band news. The more our fans shared, the more engagement grew. The page quickly became a thriving community again, primed to receive news about the band like never before.
What next:
Following the huge success of the fan takeover, we worked with the band and Anton Corbijn to create Spirits in the Forest, a feature length documentary that followed the stories of 6 fans from the takeover as they prepared to attend the final Depeche Mode show for the tour in Berlin. The film premiered in theaters worldwide in 2019.
Role: Strategy lead
Responsibilities: Developed the social strategy, developed the user journey and campaign mechanics, editorial planning lead and campaign optimization (supported by community management team)