Back in August, Red Bull Studios announced three secret September parties where both the line-ups and venue were going to be revealed 24 hours before each event. There was a huge emphasis on the secret elements tickets could only be purchased at the last minute.
Taking place on September 9, 10 and 11th, the string of events were supposed to coincide with the launch of the London Night Tubes. Originally planned for September 12th, the launch of the night tube has inevitably been delayed following a series of strikes. Not wanting to put a good idea to waste, Red Bull have decided to keep the concept going and go ahead with the events anyway. The three-day-event is also intended to showcase how secret, unused locations in the city can be utilised anyway.
Tweet #LetMeSeeCharli and follow us for a chance to see @Charli_XCX at #FutureUnderground http://t.co/O7fufDcNES pic.twitter.com/tWT2cMIwbx
— Red Bull UK (@RedBullUK) September 9, 2015
SECRET SHOW TONIGHT IN LONDON!!! GET UR TICKETS 4 FREE NOW… JUST FOLLOW @RedBullUK & TWEET #LETMESEECHARLI SEE U THERE ANGELS! <3
— CHARLI XCX (@charli_xcx) September 10, 2015
All fans need to do is tweet @RedBullUK using the #FutureUnderground as well as a personalised hashtag for each night. For example Charli XCX is performing this evening and the hashtag for that event is #LetMeSeeCharli.
With over 32,391 tweets mentioning Red Bull and that digit growing by the minute, it seems the delayed tube strikes have been a massive win for the brand.
Should more brands be doing things like this? Let us know your thoughts @WolfBExp