Whether you love or hate their music, you have to admit The XX are pretty experimental and forward-thinking - and their latest online creation in partnership with Microsoft proves it.
Capturing the idea of a modern day online chain letter, as of the 6th of September only one unnamed fan in the South of the UK had listened to the duo’s new album ‘Coexist’. Fans are then encouraged to share the album online. The site created by Microsoft shows a visualisation using an online map highlighting every new listener of the album capturing the journey of the viral activity via twitter, email and Facebook posts.
This clever use of social media was run without any external marketing intervention, allowing site vistors to see how the new record, which had been published early online, had spread and been shared across the globe. The tool also allows you to rewind and viewed as a viral spread. According to Adam Farrell, the band’s marketing manager, the beginning stages of the launch were slow “like watching puppies being born.”
Many bands have experimented with social media to drive sales of new releases, but it seems The XX have broken the mould – despite the fact that they themselves have no official Twitter profile. You can view the visualisation here
MEC opinion: The viral nature of the internet means content can often reach the homes of millions in a matter of seconds. Social media pages thrive off of this type of sharable content so it’s no surprise that record companies and musicians would want to make full use of it.
How brands interact with consumers online is really important and by providing users with content which is exclusive and unique, The XX have rewarded users for engaging with their brand. This creates a powerful bond and this visualisation shows just how far reaching the results can be.