That’s right. New f*!&ing business cards have f*!&ing arrived. We aren’t f*!&ing around…
Last month when Twin Atlantic was on tour with our other friends AWOLNATION and Middle Class Rut we followed them around the Southwest for a few days shooting some footage for a few different pieces. The first is this tour promo for their current “Free-ze Tour” in the UK. Thanks again to our boy Dan O for helping us make the video magic happen.
So into the dirt.. how this project came together and what we’ve done here…
The idea for this one germinated pretty organically, starting from a simple idea. We wanted to give fans some exclusive audio and video content for the holidays. Simple enough. But realistically, we didn’t want to just give it away. We wanted fans to get involved with the content, and with each other. To have fun with it, be a part of it, to see what other fans are seeing at the same time, and to collectively work together to access the content.
So we started thinking about ways to engage the fans that was natural and interesting – more personal and communal than just using Facebook Likes or Twitter Follows to unlock content in a generic digital marketing campaign. We didn’t want this to be just another ploy to get Facebook Likes or Twitter Followers because realistically, they’re hollow if you haven’t provided some kind of tangible experience that has an actual impact on someone’s day. It’s the equivalent of pushing a button on an elevator to go to the next floor – not very inspiring.
The band loves Instagram, and so do we. Its ability to capture a moment in time and space that feels both surreal and honest, and to broadcast it to the world instantly, is infinitely more enthralling than clicking a button or reading text. And thanks to their API, we have the ability to pull a thread from that stream of consciousness and use it in a very targeted way.
So, the idea was born: Fans can unlock the Soundcloud-powered audio and Vimeo-powered video content by sharing Instagram photos tagged with a specific hashtag. It makes it an interactive experience for fans, and allows them to work together to unlock the content. Fans can view the world through the eyes of everyone else alongside them while also allowing them to share that experience with their friends. When you think about it, that’s a pretty powerful concept.
But after developing that concept, we wanted to do more with it. Opening up the door to the collective sharing of photos made us really want to do something bigger with the photos themselves. Something to allow the fans to actually contribute to a larger creative process. So the decision was made to pull this stream of photos into a photo mosaic that would create one pieces of art from the band’s latest album package. Not only would the fan photos unlock the content, but they would also become an integral component of a larger piece of art.
Coming from a print design background, it made sense to us to have this photo mosaic created as a limited edition lithographed poster that can be pre-ordered directly from the site. But realistically, that doesn’t have that much of an impact on the web during the actual creation process, so we wanted to offer fans the ability to actually see the poster being constructed in real-time.
What came out of this process is something we’re really proud of. A lot of work went into it, despite its clean, simple appearance, and we hope it inspires people to think bigger with their digital marketing campaigns. It’s all about building blocks and we all inspire each other by sharing our work and process. Thanks to everyone who continues to inspire us on a daily basis.
Jeff – @jeff_uprising
We’re pleased to announce a new project we’ve been working on will be launching on Friday! Twin Atlantic’s ‘Twinstagram Photo Mosaic Project’.
You can grab the Press Release here, or check out an excerpt from it below. Stay tuned here too – we’ll be posting a big write-up on the tech and process behind the campaign after it launches.
Twin Atlantic fans are asked to post photos of what the band’s current single, titled ‘Free,’ means to them on Instagram using the hashtag #freetwinatlantic. The site, http://freetwinatlantic.com, will pull these photos into a special HTML5 & CSS3-based photo gallery that fans can view and share with friends via Email, Facebook, and Twitter. Once enough fans have posted photos to Instagram with the hashtag, exclusive content will be unlocked directly on the site, like free remix downloads, very special acoustic videos, and a few surprises too.
As the fans’ photos stream in, they will be automatically pulled into a photo mosaic of the ‘Make A Beast Of Myself’ single cover of the Virgin Mary in real-time on the site. This fan-generated photo mosaic will be made into a limited edition lithograph, available for pre-order directly from the site.