Dr. Martens #STANDFORSOMETHING Tour 2013

Five dates. Five cities. Five bands in five intimate venues.

Music is at the heart of Dr. Martens’ DNA.

Dr. Martens is one of a select group of brands that are actually, genuinely cool. An icon ingrained into the very fabric of modern music, they provide an opportunity for ambitious, exciting activations that bands are happy to be a part of.

Sonic, through DIY, proposed a special series of shows, expanding Dr. Martens’ existing #STANDFORSOMETHING social campaign. Five bands would each headline one of five shows in five different cities across the Autumn and Winter of 2013. Each date would be a significant undersell for the act – seeing them return to a venue far smaller than they’d usually play, with tickets priced at £5 to ensure a show that really went off.

Sonic booked small venues in five cities in which Dr. Martens had a retail outlet; Manchester, Bristol, London, Nottingham and Glasgow. For each city, an established band was booked. Acts who, like the campaign, #STANDFORSOMETHING; Sonic Boom Six, Young Guns, Spector, Lower Than Atlantis and Dry The River. At each date hot new acts such as Jaws and Gnarwolves supported, with an opening slot from a band working with the Strummerville charity, which Dr. Martens supports.

£5 tickets for each show were date both online and in Dr. Martens stores. To further increase footfall, instore signings and acoustic sessions took place on the day of each gig featuring bands playing that night’s show.

We created video content from each show, including interviews and live performances for syndication via YouTube. Preview features, news stories and line-up updates ran through DIY online and in print, with reports on each show immediately afterwards and social media updates throughout the day.

The Dr. Martens #STANDFORSOMETHING Tour expands into Europe in 2014

September 2014 saw Dr. Martens take their #STANDFORSOMETHING tour to Europe, with a series of five gigs in five countries. Pulled Apart By Horses headlined, fresh from the release of their new studio album ‘Blood’ only a week before the tour kicked off in Paris.

Pulled Apart By Horses were joined in Paris, Hamburg, Copenhagen, Stockholm and Amsterdam by emerging support bands from both the UK and local countries. The tour preceded the 2014 leg of the UK #STANDFORSOMETHING tour, which imitated the 2013 model of tiny underplay gigs for some of the biggest names in British Alternative and Rock music.

As in 2013, headliners either performed or gave a meet and greet at local Dr. Martens stores prior to the official gig. This gave the fans, particularly the under 18s, the opportunity to catch a slice of the action. The artists too, were able to engage personally with their most dedicated fans, as well as create a one-off piece of video content from their acoustic set to share on their channels after the event.

As well as the coverage in DIY magazine, online and their social media, all of the content relating to both the European and UK tours in 2014 could be found in the dedicated hub on diymag.com, which remained on the homepage throughout the campaign, giving the content extra and lasting visibility.