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.
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’.