US band Paramore are playing a gig at London’s Garage venue tonight (5 April), and some fans present won their tickets in an inventive social marketing campaign called #lyricsforlondon run by label Atlantic UK. It was a treasure hunt played partly online and partly in the real world. Fans were asked to tweet or Instagram their favourite Paramore song lyric with the hashtag, and then check a dedicated website showing a map of London. As more tweets and pictures were posted, they were displayed on the map, which gradually revealed a London landmark where the real-world treasure hunt was starting to win tickets. At one point, Paramore was the third biggest trending Twitter topic in the UK, with more than 200 fans turning up to the treasure hunt based on 8k Twitter and Instagram clicks and submissions. The campaign followed a separate #TheBigInvite initiative – also based on an interactive map – getting fans to say how they’d spend a day with Paramore in their hometown. More than 20k people clicked through to the webpage, posting 2k submissions.

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