As a new member of the team at AM:PM, I’ve been reading up on the agency’s past clients and projects. I recently came across this fun 2013 campaign, and I was so impressed by it! So, without further ado, I hereby conduct AM:PM’s 2013 1D World Campaign into the agency’s official Hall of Fame. 🙂
In 2013, one of the most popular boy bands in the world, One Direction, embarked on a massive tour around the U.S. and Europe. Although hitting many major cities along the way, naturally the guys couldn’t stop everywhere. To satisfy disappointed “Directioners,” the 1D pop-up shop, known as “1D World,” was born. With this temporary store, super fans would have the opportunity to snag an array of merch and immerse themselves in the 1D experience, even without the band there to perform.
Because Portland was one of the skipped cities, it was chosen as a test market for the pop-up shop that would open in June of 2013. The 1D World store hired AM:PM PR to generate local buzz among fans leading up to the opening, plus maintain interest during the two weeks the store ran.
One Direction were an English-Irish pop boy band based in London, composed of Niall Horan, Liam Payne, Harry Styles, Louis Tomlinson and Zayn Malik. Simon Cowell formed and signed the group in 2010 after the guys competed on the British singing show, The X Factor. 1D has won around 200 awards over the years, completed four world tours, and ranked as the second highest-earning celebrities in the world. When the band announced their hiatus in 2015, they broke millions of teenage girl hearts.
In short, they’re a pretty big deal.
1D World: The PR Plan
AM:PM used a combination of media relations, social networking engagement and strategic advertising to execute this campaign.
Location: Pioneer Place Mall, downtown Portland.
Date: June 8th, 2013.
Target audience: Young females, (“Directioners”) ages 9-17.
- Attract fans to wait in line on opening day.
- Generate fan buzz on social networks before the store’s opening and through the duration.
- Increase followers on Facebook and Twitter for 1D World.
- Earn media coverage for the store opening.
- Encourage fans/customers to share their experiences online.
Goal: Show fans that this pop-up store offered a special experience provided by the band itself.
AM:PM invited media to attend the grand opening of 1D World to witness the remarkable reaction of fans. The Oregonian covered the announcement of the pop-up shop and interviewed fans outside of the store on opening day. AM:PM also partnered with Portland’s Top 40 radio stations to provide tickets to the 1D concert in Seattle and gift certificates to the pop-up shop. Fangirls across Twitter freaked.
AM:PM interacted with Portland’s 1D fans on Twitter, offering early entry store passes to five dedicated Directioners with the most followers. They also mentioned the prizes fans could win while in the store, like signed merch.
In order to maintain excitement through out the two weeks the store was open, AM:PM created in-store posters inviting customers to share pictures online of their shopping experiences at 1D World. AM:PM also created a FB/YouTube contest encouraging fans to create music videos using the band’s tunes. This increased online buzz significantly as video entries flooded YouTube.
- Facebook and Twitter were the most popular social media platforms at the time of this campaign.
- 1D regional fans on Twitter were hungry for any 1D-related news, gossip and tidbits, and were eager for 1D to visit Portland. (There were a ton of videos on YouTube of young girls begging for the boys to visit.)
- The main radio stations in Portland for 1D fans were Radio Disney, Z100, and The Buzz.
- AM:PM was contacted about this campaign in May of 2013 with a plan to open the pop-up shop the following month. This gave just 15 days of planning.
- The opening day of 1D World was the same morning as Portland’s annual Rose Festival Parade. Media would be preoccupied, and the street in front of the mall would be closed off. Crowds would be difficult to draw.
- Much of the merchandise sold at 1D World would be available at other stores and online for half the price.
The morning of June 3rd 2013 was insane. More than 100 screaming fans lined up for the store’s grand opening beginning at 7 a.m. The Rose Festival wasn’t going to stop them. Facebook, Twitter and Instagram all blew up, resulting in an increase of Facebook interactions by 5-fold for the client. 1D world flooded with teens and tweens through out the day, all ecstatic to pose with life-size cutouts of the boys and buy a variety of 1D themed jewelry, hats, calendars and t-shirts. The campaign was a success.
“Being older than the demographic, I completely underestimated the draw of a 1D pop-up store. When our first tweet announcing the store spread like wildfire, I started to remember what I was like as a super fan of Duran Duran. Engaging with these fans ended up being one of the most rewarding efforts we’ve undertaken. Their excitement was contagious, and when I saw the line of kids and their parents who arrived hours before the opening, I couldn’t help, but to adore them even more.”
-Allison McCormick, AM:PM Co-Founder
The Spotlight Award
AM:PM PR received an award for this campaign at the 2013 PRSA Spotlight Awards! PRSA recognizes skillfully executed PR campaigns locally and internationally each year. AM:PM’s viral social networking/ media outreach campaign, executed just fifteen days before the store’s opening, earned them this award.