Goal
To re-engage System Of A Down’s fanbase after a 4-year hiatus in order to raise street awareness and drive sales of their new double-album, Mezmerize/Hypnotize.
Solution
StreetWise strategically planned and executed an MP3 “leak” of the unreleased song “Cigaro” four months before the first album hit record stores. The song was initially seeded to the 19,000+ members of the SOAD street team, who then shared it with their friends and peers.
Results
250,000+ downloads in 120 countries within the first two weeks System Of A Down went on to become the first group since The Beatles to score two # 1 albums in the same year
Services
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Interactive Marketing |
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Social Media Marketing |
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