All Time Low fans have come to expect creative announcements from the group, and this tour rollout was no different. With tons of eyes on the band at Boston Calling Festival and a local club underplay, they hung cryptic posters with a phone number tied to Axle Griffin, a new character premiering in the “SUCKERPUNCH” video. The poster also teased the name of the tour, EVERYONE’S TALKING.
When fans called the number, they reached a rotating voicemail in Axle's voice and, after listening, they received a sign-up link via Laylo with a customized message from the band. Core fans discovered it first, and as it caught traction online, the team shared the number more broadly. Updating the voicemail daily kept the mystery alive, prompting fans to compare notes in Facebook groups and Reddit.
In collaboration with Photo Finish Records, Alchemy Artist Services served as the band’s digital marketing partner. Jeremy Gold, who co-founded the agency, explains:
“The biggest value using Laylo was how quickly we could get fans to sign up right after they called in. We could change the voicemail daily, which kept fans engaged and talking.”
As part of the teaser, All Time Low also wiped their Instagram feed and began posting clips from Axle's last ride on their feed and stories.
Using Laylo’s Instagram integration, the band used this content as an opportunity to capture both presale and fan list sign-ups. Anyone who responded to the story or feed gets an automatic message to RSVP for a big announcement coming soon. All the signup data the band collected is theirs to keep.
“I think in one day we had like three or four thousand in just a few hours sign up for presale on Instagram Stories alone.” — Jeremy Gold
When presale codes dropped, fans who RSVP’d received them via SMS or email and moved to the front of the line.
During the RSVP window, the team watched signups by city to adjust local spend, creative, and outreach before on-sale. After release, Laylo segments helped reach high-intent listeners with playlist saves and new content to support week-two momentum.
The band added second nights in Boston & NYC due to high demand.
“It was really interesting to be able to see the amount of RSVPs on certain dates over others… in a week’s time [we could] get ahead of what the on-sale advertising plans were, maybe adjust spend or plan some city-specific marketing or extra assets.” — Jeremy Gold
When presales opened, Laylo sent SMS and email with city-specific links drawn from a multidrop page that surfaced each fan’s closest show. High SMS opt-in ensured codes arrived quickly. Fans replied to messages, and the team saw more one-to-one conversations than they typically get from a standard email blast.
“Being able to say ‘here’s your city’s specific link’ personalizes it in a way that creates better conversions.” — Jeremy Gold
Rewarding the fans who help build momentum around big moments is one reason why All Time Low has such a dedicated fanbase. By investing in world building tied to their music, they’ve created a community that continues to grow.
All Time Low delivered their strongest on-sale results in a 22-year career. Laylo provided the infrastructure to organize signups by market, message engaged fans reliably, and move fans from interest to purchase at the right moment.
“Laylo’s impact was giving fans access as quickly and seamlessly as possible. The touchpoints were intuitive, and fans signed up for what they cared about,” explained Jeremy.
With Laylo’s Spotify integration, the band also messaged fans to pre-save their upcoming single. They collected 17K+ recurring presaves; every time new music drops, those fans now get an in-app alert.
As the band grows their list, they can also segment fans based on previous buying behavior inside of Laylo and automatically unlock enriched insights, such as likely ticket and merch buyers, based on behavior across Laylo’s entire network of drops.
“You’ll be glad you had it long term because you can remarket to those people later with full insight about where they came from, who they are, where they live,” he added.
The success of the tour rollout, which drove massive fan list signups and Spotify Pre-Saves in addition to ticket sales, reinforces that big moments like a tour are the best time to amplify everything that matters to fans.
Best on-sale day ever in 22-year career
3K+ Instagram presale signups in a single day
17K+ recurring Spotify pre-saves
