Here’s a fun band/brand partnership with an emphasis on social media. Little Dragon are working with Red Bull on a campaign called ‘Ride the Nabuma Derby to Bonnaroo’. It aims to get fans of the band creating rubberband cars then posting pictures of them to Twitter or Instagram, with the #NabumaDerby hashtag and tagging in the official accounts for Little Dragon and Red Bull. They can download instructions on how to make the cars from the dedicated website – the album is also called ‘Nabuma Rubberband’ – with various record stores around the US holding physical races for the cars that people have made. And as the campaign’s title makes clear, the ultimate prize is tickets to the Bonnaroo festival. It’s a neat tie-in, given Red Bull’s involvement in both music and real-world racing. At the moment, the hashtag mainly brings up announcement tweets, but it’s early days.

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