Following the huge success of The Crown From The Crowd in 2018, to coincide with and commemorate the 50th anniversary of The Beatles' last ever live performance, which took place on the roof of Apple Records in London on 30th January 1969, Photobox launched The People’s Beatles.
The ground breaking global project centres on crowdsourcing and publishing a unique photographic biography and picture archive of The Beatles, as seen exclusively through the eyes and camera lenses of the fans who were there.
The People's Beatles will be published in May 2019 and an accompanying photographic exhibition will showcase a selection of the best images at The Beatles Story museum in Liverpool.
Bestselling author Barry Miles (or simply “Miles” as he prefers), who has written the only authorised biography on Paul McCartney, was recruited by Photobox to front the global appeal calling on members of the public to raid albums and attics for unseen, lost or otherwise forgotten photographs of the Fab Four.
markettiers was tasked with leveraging the unparalleled trust associated with global broadcast media whilst having access to Miles to raise awareness of The People’s Beatles and leverage the 50th anniversary milestone to deliver positive timely coverage for Photobox, which encourages engaging with the brand and PeoplesBeatles.com
Broadcast media offers highly targeted as well as mass reach opportunities. As such, a media outreach strategy was deployed which would incorporate global and national outlets, to deliver broad awareness, as well regional stations which index highest against fans who would have been alive when the Beatles were touring.
Unsurprisingly, both the anniversary hook and Miles proved popular with media targeted. Whilst access to rarely seen photographs of The Beatles, cleared for broadcast use, increased the appeal of the story and interview opportunity for TV.
A total of 25 interviews took place, including two television interviews and 21 local BBC radio stations.
Global reach was secured via a five minute interview with TV media outlet BBC World News (99 million weekly reach), which was delivered down the line form MediaCityUK. This reached an international audience of mature expats and culturally diverse English speaking multinationals, likely to be interested in, if not fans of, The Beatles.
A six minute live sofa based interview with BBC Breakfast, the UK’s most popular breakfast TV show (1.5 million typical reach), delivered national coverage and featured the presenters. Dan Walker and Louise Minchin, engaging warmly with both Miles and the story more broadly.