Marketing

Crossfaith invites fans to unlock new track… by headbanging


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Japanese metal band Crossfaith are encouraging fans to headbang in their own homes with a marketing campaign for their new EP ‘Freedom’.

Launched by label Sony Music and agency Ogilvy & Mather, the campaign gets fans to visit the band’s website and then headbang in front of their webcam, which unlocks a stream of a new song from the ‘electrocore metal’ band. But if they stop headbanging, the track stops playing.

There’s also a scoring system for fans who make it all the way through the song to let them know how well they’ve done, and they’re also rewarded with artwork of the new release.

“It is important that the idea is authentic and natural for the band and their fans to engage in without being a sellout,” O&M Japan’s creative director Aaron Phua told Campaign. “Headbanging certainly connects them with the music both physically and emotionally.”

As long as whiplash lawsuits are avoided, it’s an inventive take on the familiar track-unlocking mechanism.

Stuart Dredge

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