After successfully pitching to the Foo Fighters’ management in LA October 2016, Modern English’s first commissioned project was the announcement of the Foo Fighter’s headlining Glastonbury 2017.
The strategy involved various stages of release that were designed to provoke fan and press reaction. This included a foofighters.com takeover based around an airport departure board featuring European festival dates (with one glaring omission obviously factored into the list), a physical mail out of Obelisk Airline boarding cards to a selection of Foo Fighter mailing list
subscribers, an online check-in, a fake announcement and an in-flight entertainment section of the website featuring a countdown to the eventual live streamed secret gig in a venue near Glastonbury Festival site.
The campaign was an unprecedented success. With zero media spend the website hit 1 million views within 3 days. The event hit 20 million people through Facebook alone. There were 7.5 million views of the live stream on the night of the event, with an ultimate reach of more than 25 million.
Foo Fighters featured in music and popular press constantly for 2 weeks, with the story hitting major broadcast news stations globally as well as multiple stories run over the campaign in the likes of Rolling Stone, NME and The Sun. The band also trended twice on twitter in two weeks.