When Lily Allen was announced as the next artist to take part in the MySpace Secret Show series, Red was tasked with making the secret gig a big talking point.

The London show was the final leg of Lily’s global MySpace Secret Shows tour and, to make the gig extra special for her home crowd, she added a fancy dress theme…London Tube stations!

Red’s brief was to achieve widespread national coverage, place interviews with Lilly in national media and secure high media attendance at the gig.

The campaign kicked off by creating pre-show word-of-mouth excitement via Lily leaking details of the gig on her MySpace and Twitter pages.

Interviews were then secured with Lilly in target media including Capital FM, T4, The One Show and The Times.

Several competitions offering fans tickets to the gig were also placed with media including Heat and XFM.

Extensive post-gig coverage was achieved by releasing gig images to media plus securing media attendees at the gig for post-event reviews. This coverage included The Sun, The Times, Daily Star, Now, Heart FM, Sky News, BBC 6 Music and a host of websites and blogs.

Through over 100 pieces of print, broadcast and online coverage, the campaign achieved an audience reach of over 149 million and successfully met MySpace’s objectives.