The Objective:
Generate widespread national awareness and fan excitement for The Smashing Pumpkins’ 2018 tour, marking the long-awaited reunion of Billy Corgan, James Iha, and Jimmy Chamberlin - their first time touring together in more than a decade.

The Approach:
We developed a multi-city, fan-first marketing strategy rooted in nostalgia, storytelling, and surprise. The campaign activated iconic moments from the band’s legacy through a series of immersive experiences, including custom ice cream trucks inspired by the Today music video, a tour announcement film reuniting the two girls from the Siamese Dream album cover, and a branded pop-up at Amoeba Records. Momentum continued with a surprise performance at the Troubadour and culminated in an exclusive, fan-attended house party recreating the 1979 music video, featuring an intimate live performance by the band. Each activation was designed to reward superfans while generating organic social sharing, press coverage, and cultural conversation.

The Results:
The campaign delivered an overwhelming response, driving rapid and widespread sell-outs across the North American arena tour. By authentically honoring the band’s legacy while reintroducing the reunited lineup to a new generation, the campaign successfully reignited fandom, dominated the tour announcement cycle, and set a new benchmark for reunion-tour marketing.