How do we create buzz for a new album? That must have been the question Elbow's PR agents have asked themselves. And the idea they came up with is just brilliant. By sharing news about their album on twitter or facebook you can unlock previews of songs from the new album. Result: a lot of status updates and tweets about the band.
How does it work? You go to their website and give them permission to connect to your facebook or twitter account. You choose the song you want to hear and share a message on your own profile: "I just voted for *song name* to be the next track unlocked from Elbow's new album #BuildARocketBoys." When enough people have spread the word about a song, it will be unlocked. Clever, right?
The first song, Dear Friends, has been unlocked. On top of that they will release an animated clip for every unlocked song. Here's the one for Dear Friends:
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