White Lies surprised the international press with a fresh sound deeply rooted in '80's influence of a heavy, post punk apocalyptic sound not unlike bands such as Joy Division. To introduce the band to youngsters online Fortress developed a viral widget which featured an interactive video player.
The tool enabled audiences to get to know the band, learn how to play the guitar part of their hit single and learn about the history of the band in the Netherlands. The campaign also features an incentive through which tickets to the Pinkpop festival could be won. Click on the arrow on the bottom right to play around! The campaign got exposure through the various social profiles of the band, the band's website and grassroot street marketing during the huge open air Coldplay concert in Nijmegen.
“learn how to play guitar by your favourite band”
At the end of the campaign the widget got 140.000 views without any additional media buy.
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