Spotify concluded its year-long Secret Social campaign in June with a secret event in an abandoned aircraft hangar, which was situated at an ex-RAF base. Approximately 250 students were informed of a meeting point and time, and little else.
The digital music service worked with agency Seed Marketing to transport students to the venue, where they were presented with a live gig from artists such as B.Traits, Tom James and Big Narstie.
Italian apertif brand Aperol Spritz invited Londoners to shake up their mid-week commute by hopping on its 321 Bus in May.
Those who registered for the event in advance were sent information about a pick-up location, however their destination was not revealed. The bus eventually dropped party-goers off at Canary Wharf, where they enjoyed Aperol Spritz-based beverages and entertainment by DJ Jaime Winstone.
The stunt was designed to promote the launch of the brand’s 2015 Aperol Spritz Socials in London, which are travelling to a number of UK cities over the summer.
The Red Bull Music Academy hosted a secret 1990s style underground rave event at Shapes in London’s Hackney Wick in April.
Details about the event, such as the all important line-up were released in the days leading up to the event, with venue details among the last to be distributed. Guests were encouraged to tweet the hashtag #R1NG2RAVE to find out more information in the lead up to the rave.
Theme Traders invited event profs to its #freakyThursday party in April, by simply requesting that they make their way to Willesden Green Underground station.
After a short bus ride, attendees were dropped off at their destination – a children’s birthday party nearby the station. They were directed to multiple different rooms throughout the evening, including a warehouse space where they could draw on the walls and a FOMO clinic.
As the end of the night approached, guests were handed protective gear including goggles, plastic gloves and ponchos. They were then led to one final room, where a food fight ensued.
Uber partnered with events company Sofar Sounds to deliver eight live music shows on one night in June, at various secret locations throughout the UK.
Those looking to attend were required to enter a code into their Uber app before 5pm on the day of the gigs. Successful users were then instructed to request an Uber Live service free of charge, and were subsequently transported to their nearest secret destination.
The likes of Twin Headed Wolf, Too Many T's and Fyfe Dangerfield of Guillemots performed at the events.
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