October is here. As soon as we know it, it’ll be Halloween, Bonfire Night, 1D Day and Christmas.
Yes you read correctly. Global super-band One Direction announced yesterday that the 23rd November will be officially known as 1D Day, as Harry Styles, Niall Horan, Louis Tomlinson, Zayn Malik and Liam Payne look to ‘give back’ to their loyal fans. Forget the sentiment, it’s PR gold.
To celebrate 1D Day, the boys will give fans 7-hours of non stop ‘behind the scenes’ access to their lives in an streamed webinar, that I guess will be 99% focused on the band’s latest album, Midnight Memories, which is released two days later. And that’s no accident.
It’s a great move by Syco, which gives fans a chance to submit ideas and contribute to the day’s events – whilst making them feel part of an exclusive community (along with the world and his teenage daughter.)
One Direction’s YouTube announcement has already generated more than 999,000 views in 24 hours, so I predict that this online streaming session will break records and / or break the entire internet!
But, for the band, it’s just another stepping stone as they look to take over the world and cash in on marketing deals whilst their stock is high. And it’s working; the announcement has since been covered by the Mirror, the Metro, the BBC and Perez Hilton to name a few.
So be warned PRs. Avoid selling-in your stories on 1D Day. Journalists won’t appreciate taking their attention off the world’s biggest boy band baring all to just discuss a boring press release.
Will you be tuning in for 1D Day?