Katy Perry
Smile Digital Activation
Working with the team at Capitol Records, we were commissioned to create a series of activations supporting the release of Katy Perry’s sixth studio album, Smile. And it all started with a bang! (literally) when we created a circus-themed album cover reveal campaign, where fans had to send a ‘tweet to pop’ a balloon, gradually revealing the new album artwork.
The response was incredible, with over 2 million tweets in 12 hrs, sending #kp5reveal to number 2 on the trending hashtags.
As the build-up to the album unfolded a series of activations were released, including a digital pop-up florist for Mothers Day and a retro arcade game, which were all presented on a circus-themed microsite.
Other Work
Lauv
The objective for any digital music activation is to go viral, and that’s just what happened when we teamed up with the artist Lauv, to create a web-based game to support the build-up to his highly anticipated album ‘How I’m Feeling’.