Prior to release

Feature in 'Crack' magazine/website/social media

04/01/2014 - 05/01/2014

Feature in 'Crack' magazine about the creation of the film. Will be featured in their magazine, on the website and shared on their Facebook and Twitter. Will feature the release date of the film.

Film release

Shazam App for discount/extra footage

05/01/2014 - 05/08/2014

Customers can 'Shazam' the song featured in the film whilst watching on YouTube or whilst in store to be taken to the Dr Martens website and gain access to exclusive footage and discount promotion codes for online and NE store.


05/01/2014 - 06/01/2014

Released on Dr Martens YouTube channel and shared on their Facebook, Twitter and Instagram

Shared by The Cluny/Crack Magazine online

05/01/2014 - 05/08/2014

Shared by The Cluny, Crack Magazine and Shades on their online platforms.

Shades EP played in NE store

05/01/2014 - 06/01/2014

Song from film and Shades Debut EP played in NE Store

Post Release

Facebook/Twitter/Instagram competition

05/08/2014 - 06/01/2014

Competition to win a pair of Dr Martens featured in the film. To enter viewers must share a photo of their favourite place in the NE with a caption of what they stand for with the hashtag STANDFORSOMETHINGNCL.

Announce competition winners/share film

06/01/2014 - 06/07/2014

Announce competition winners, post their photos, share film again.