When Metro and smartbar's 33&1/3rd anniversary rolled around we found ourselves booking some pretty big acts to celebrate. I wanted to find a way to use a more "word of mouth" approach to promoting these shows and after a late-night ride with Charlie Bucket, the Golden Jacket campaign was born.
I had custom vinyl record sleeves screen-printed by a local printer, then hid them in record stores throughout the Chicagoland that we would partner with for ticket giveaways, surprise drops and more.
We hid 33 record sleeves in 18 record stores and all but five of them were found in the first 24 hours. These sleeves gave the finder a free ticket to a sold-out show of their choosing for our anniversary series.
