Green Day Case Study: 21st Century Breakdown

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Transcript of Green Day Case Study: 21st Century Breakdown

Page 1: Green Day Case Study: 21st Century Breakdown

Case StudyCase StudyGreen Day: Green Day: 2121stst

Century Breakdown Century Breakdown Agency: Agency: Warner Bros. RecordsWarner Bros. Records

Execution:Execution: Attack! Attack!

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Project Challenge Make it the Release of the 21st Century

Warner Brothers’ Records needed to increaseexcitement and build awareness of Green Day’s latest album, 21st Century Breakdown, the week prior to its release.

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Winning StrategyThe Straight Up-Down Approach

• Attack! executed a three part guerrilla program incorporating stenciling, postering and projections in New York City

• Execution focused on areas surrounding Green Day’s various press stops

• Attack! street teams stenciled over twenty large, biodegradable stencils and placed and distributed 3,000 posters

• As a nighttime compliment, Attack!’s guerrilla projectionists displayed Green Day footage on open building walls in busy areas of the city, while speakers streamed clips from the new album

http://www.attackmarketing.net/guerrilla-projections.php
http://www.attackmarketing.net/street-marketing.php
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Highlights and Results

• 3,000 posters distributed

• 25 stencils sprayed

• 20ftx30ft Guerrilla Projections

To watch a full video of the event, please visit:

http://www.attackmarketing.net/attack-green-day.php

http://www.attackmarketing.net/attack-green-day.php
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Client Testimonials

“… two of the band members saw the stencils and were thrilled…. Warner Brother Records is happy, Green Day is happy, and Attack! Marketing are my heroes. Thank you for an amazing job well-done!”

-–Mikael Mossberg, Warner Brother Records

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Photos

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About Attack! Marketing •Attack! is a nationwide field marketing agency, partnering with other agencies to provide staffing resources, promotional support, logistics, and fulfillment focused on developing successful brand experiences

• At the core of our success is turn-key field marketing services, enabling agencies to deliver the best in field marketing, guerrilla and non-traditional marketing, and out-of-home media

•Since 2001, our award-winning team has worked with agencies to promote over 300 of the country's best brands

•Recognized within our industry for delivering the best in staffing, training, and 24-hour customer support

Let us know how we can be your agent on the inside™.

For general inquiries, please write to us at [email protected] or call us toll free at: 866.944.ATTK(2885)

http://attackmarketing.net/services.php
http://www.attackmarketing.net/clients.php
http://www.attackmarketing.net/press.php
http://attackmarketing.net/staff-testimonials.php
mailto:[email protected]

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