UNDEROATH
ERASE ME
One of the most influential rock bands of their era, Underoath had been inspiring musicians for almost two decades before signing with Fearless. After a long hiatus, the band were returning with their original line-up and new music, and needed a campaign that made an impact – this beyond just a comeback, this was a career revival.
The challenge here was to create a campaign that revived their old fans while feeling fresh enough to enchant a new generation. Essentially hacking traditional forms of marketing and advertising, the ERASE ME campaign was one of my favorites to lead and an apt testament to a legendary band that ultimately led to success in previously uncharted territory like radio, spawned huge tour partnerships with acts such as Korn, Alice In Chains and Slipknot, and a Grammy Nomination.
The campaign kicked off by mailing some of the band’s top merch purchasers a burned CD containing an anonymous instrumental clip of a track. When Shazamed the track was revealed as the band, but immediately erased leaving fans scrambling to verify the discovery with other fans online. The next day, another set of fans were emailed a disappearing message, and yet another set a text in invisible ink that “self destructed” when read. Cue a Billboard on Sunset Blvd in LA with ERASE ME debuting the headless angel from the album art, and wheatpasted posters in NYC, all leading to a “blank” website that when erased with a finger on mobile or mouse on desktop revealed a countdown. When the countdown expired, the “On My Teeth” video launched… and the site exploded. Scratch cards with a section to “erase” and a merch discount were sent to fans.
ERASE ME release week saw the band play an intimate show in Chicago, and a secret set at Emo Nite in LA and release party complete with Erase Me logo projected into the pool – and the first appearance of the real life 10ft headless album art angel that created a photo opportunity for fans. The statue later made it’s way across the country to appear at the Fearless Records booth at several rock festivals.
ERASE ME marked the band’s official admittance of disenchantment with their Christian upbringing synonymous with the band. In short, an F-bomb dropped within 20 seconds of the blistering first single “On My Teeth” sealed the deal that the band were indeed back, enraging at least a third of their fanbase and exciting a whole bunch more. This was no quiet comeback. The track went on to get nominated for a Grammy for Best Metal Performance.