The release of Alt-J’s sophomore album, ‘This Is All Yours’, is where it all began for the Landmrk platform. The band wanted fans to experience the LP early at a selection of beauty spots and set out a brief to develop and install wired-up park benches for listening parties with a view. When it became clear that the cost would be prohibitive and the project hamstrung as a result, the idea was floated to build a platform that could deliver the music to precise locations at scale worldwide. After a very strong early uptake of the campaign, Alt-J scaled up the album’s presence to include every independent record store in Europe and then started taking location requests from fans.
Landmrk was used to activate more than 2,000 hotspots across 30 countries, clocking up 56,000 users in the first week. The campaign grabbed the attention of the international press, created buzz across social media, and engaged a genuinely global audience while strengthening Alt-J’s connections with their fanbase.