DJ / production duo Rebecca & Fiona have teamed up with Adidas to promote their new album Beauty is Pain. They’re getting fans to link their Facebook accounts to the campaign by projecting profile pictures onto Adidas’ Stockholm store.
For every 300 fans that sign in with Facebook a new SoundCloud-hosted song from the album unlocks. Those who have linked their account can hear the first two unlocked songs. The third song is currently about 100 people away from unlocking.
A countdown in the Adidas window leads up to “something big”, according to Rebecca and Fiona. This cleverly keeps fans engaged and encourages multiple visits to the page.
This is an interesting twist on the usual “sign up for our mailing list to unlock tracks” approach. Rebecca & Fiona, their team, and Adidas have created an engaging and interactive fan experience.
It would be interesting to see some stats once this campaign wraps up. How much can something like this benefit an album release?
When Nina Ulloa isn’t writing for DMN she’s usually reviewing music or at a show. Follow her on Twitter.