Falling In Reverse Grammy Campaign
Epitaph Records
The Client
903,496
Total impressions
1
Locations
4 weeks
Campaign length
Epitaph Records is a prominent American independent record label founded in 1980 by Brett Gurewitz, guitarist of the punk band Bad Religion. Headquartered in Los Angeles, California, the label is best known for its deep roots in punk rock, though it has expanded over the years to include a variety of alternative and indie genres.
Epitaph began as a platform for Bad Religion but quickly grew into a major force in the punk scene, especially during the 1990s punk explosion. The label has signed and launched influential bands such as The Offspring, Pennywise, Falling in Reverse and more.
Epitaph primarily targets youth and young adults (ages 15–35) and fans of punk, hardcore, emo, metalcore and alternative rock. It has a global audience, with a strong base in North America and Europe, and subcultures associated with DIY ethics, skateboarding and countercultural movements. The label has maintained its independent ethos while adapting to digital trends, making it appealing to both nostalgic punk fans and newer generations discovering alternative music through streaming platforms.
Promoting Grammy voting for Falling in Reverse
The client wanted to encourage Grammy voting for best metal performance for Epitaph artist Falling In Reverse by using an extension on a bulletin in the mid-Wilshire or West Hollywood area.
Identifying an extension that was also in the right location
Finding units that allowed us to do an extension in a prime location proved challenging.
Once we finally found one, we ran into another issue. About a week into the live campaign, the vinyl was tagged by graffiti. We worked quickly with the vendor and client to produce a new vinyl and install it within the week. Unfortunately, this does happen from time to time in the bigger markets, but, luckily our team has experience with this situation and rectified it quickly.
Bringing the client’s vision to life
The client came to us with a vision, and we took it and ran with it. We work closely with many vendors and utilized these existing relationships to filter out the best locations for our client.
The extension showed a man’s head going slightly above the board as his eyes beamed out the words “Falling in Reverse” and “Ronald” (the song up for consideration), echoing imagery from the song’s video.
Using organic reach
While this campaign did not include a specific social element, some people did post about the extension.
Securing a location at Melrose and Sycamore
Securing a location at Melrose and Sycamore
More than 900,000 impressions generated
The client was extremely pleased with the results. The campaign generated 903,496 total impressions.
Having strong relationships makes complex asks easier
We were the right agency because LA is in our backyard, and we have close relationships with vendors in the area. Those ties helped us replace the graffitied vinyl in promptly, keeping our client happy and turning what could have been a negative situation into a win.
Finding bulletins that were in the client’s target area and that allowed extensions was a real win since the client was set on this approach.
Amanda Enriquez -Outdoor Strategy Manager at DASH TWO
Check out more of our award-winning work:
Falling In Reverse Grammy Campaign
Read case studyReverse Pathogen Graffiti Billboard
Read case studySabrina Carpenter Scent Beauty
Read case studyFIND OUT HOW WE CAN HELP YOUR BUSINESS.
get in touch