To celebrate the latest Katy Perry album, PRISM on
21st October, and to mark her headline show which closed
the iTunes Festival on 30th September,
TED@MediaCom on behalf of Virgin Records enlisted taxi-advertising
specialists VeriFone Media to launch a unique OOH campaign
featuring a fleet of 3 gold-plated taxis.
Three iconic London Hackney cabs were fully wrapped in
glistening metallic gold vinyl for the campaign launch on 27th
September. The cabs formed an integral part of Katy's entourage
during her London promotional tour, chauffeuring some of her famous
friends to the iTunes Festival and a host of special PR events.
Passengers inside the cabs could enjoy the true Katy Perry
experience with internal digital screens showcasing exclusive
content from PRISM and some of her most famous hits.
The gold Prism taxis caused a stir on social media websites such
as twitter, and was named by The Metro Newspaper as number 3 of
Katy Perry's best iTunes festival moments. Fans were constantly
tweeting throughout the campaign asking when they would next be
able to see the gold taxis which Katy Perry had travelled in
herself. Katy Perry closed the iTunes Festival at the
Roundhouse in Camden where fans adorned the sparkly gold taxis
before and after the show. It was a real statement not only in
London but gaining press worldwide.