WHEN SECRET BOSTON WENT VIRAL
LAST SUMMER U2 played 3 sold out concerts in Boston over 4 days. On the 3rd day, a Monday, they took a break. Rumor started that they would play an impromptu concert at The Burren in Somerville. Secret Boston Tweeted the 'rumor' making it VERY CLEAR that it was a rumor. This lead to lots of conversation on Secret Boston private group page, where several members working in PR confirmed U2 would be there. At this point, at about 5pm on Monday, Secret Boston sent an email blast to all members about the RUMOR of U2 'possibly' being at The Burren that night.
Due to the reach of Secret Boston, Davis Square in Somerville turned into a mob scene. Hundreds of people showed up. Every new station in the city was in attendance. Secret Boston's Twitter and Facebook was on fire with people in line relaying the scene and their hopes of U2 actually showing up. The Burren would not comment either way if U2 was coming. People who made it inside the over-capacity The Burren relayed on social media that the stage was empty with a single mic and U2 blasting. Clearly intended to make people believe U2 would show up.
At around midnight U2 themselves Tweeted out that they would not be at The Burren. The next day, the incident received local, national and international press attention.
Secret Boston was 'blamed', but we didn't take the bait. Critics included music journalists from Rolling Stone Magazine, Vice, Boston Globe and Interview Magazine. Instead, we calmly responded to every insult and criticism by replying that we "clearly stated in every promotion that it was a RUMOR" and that "we were not journalists". We could easily have kept the story going by arguing negatively with our accusers, but that is not what Secret Boston is about. SB is about spreading great vibes, and having a good time. Thus a potential Twitter storm was avoided.
PRESS AROUND THE WORLD (U2)
Boston's Metro paper
Boston Globe paper
METRO BOSTON (homepage + paper)
RED BULL FLUGTAG