XOYO's quarterly residency series broke the mold of current clubbing paradigms when it launched at the start of 2015. The concept allowed one DJ to curate and play the East London nightclub for 12 or 13 consecutive Fridays.
Ben UFO, one of the most coveted DJs to come out of the UK in recent years, took on the residency throughout April, May and June 2018.
Below shows some of the marketing methods we used to tease the residency before announcing.
Cryptic Mix
Ben UFO hosted a mix on his Soundcloud orginally titled '28.02.18 1pm'. It contained tracks exclusively from guests he'd invited to play the residency. We linked to a URL within the description prompting you to sign up for more news, coming on 28.02.18 at 1pm.
We displayed the URL through projection, billboards, posters and flyers across London in the leadup to the residency announcement.