When I was told that I'd be working with Mötley Crüe, I knew we were about to have a fun time. With the band embarking on a world tour at the end of 2023, it gave us the perfect opportunity for some in-market activity. Given the band's history of controversy and disruption, it was clear our promotional efforts needed to mirror this spirit.

We embarked on the Mötley Crüe Takeover, aiming to announce their arrival with a bang—ensuring "THEY'VE ARRIVED" wasn't just a statement but an undeniable reality. We targeted bars, tattoo studios, record shops, and more for takeovers, alongside media outlets for radio shows, magazine cover features and even HPTO with online media. I coordinated with the local teams to maximise our footprint.

To achieve a unified branding effort across all venues, we created 'Branding Packs' filled with posters, door signs, cardboard cutouts, and floor stickers. A particularly innovative touch was heat-activated stickers in public urinals, revealing the Mötley Crüe logo with the heat of use.

Additionally, 'Promotional Packs' were distributed to participating locations, enabling in-store fan competitions with prizes like t-shirts, pins, mugs, and albums.

This strategy led to over 20 takeovers in 13 markets, with highlights including Dagga Tattoo in Mexico, The Roxy in Argentina (video above), bars in Milan and Madrid, Animal Records in Brazil, and a dynamic street takeover in the UK featuring a large digital ad van that circulated central London, playing the band's music videos and songs, ensuring Mötley Crüe's presence was felt powerfully and disruptively, just as intended.