Absynthe Minded is an alternative rockband. They are pretty big in Belgium, yet small in Europe.The objective of this campaign was to promote the band in Europe and engage fans.For new or unknown bands there are 2 ways to reach new audiences: A great video that conquers the internet; and traditional airplay. Everybody can share their music video on YouTube, but getting airplay on the radio is still the real deal.How can a Belgian band get attention from the best alternative radio stations in Europe?

We made a video, in order to get airplay. We created ‘The Most Exclusive Video Ever’, a video that could only be seen if the song got played on the radioThis is how it worked: We added an audio watermark to Absynthe Minded’s new single Space.We installed software on mobiles that constantly screened the selected European radio stationsIf one of them played the song, the software recognised it, and sent a signal to the server to play our video. Only when a radio station really played our song on the radio were people able to see our video. If people wanted to see the video, they had to ask their radio station to play our song.Already the first day of the launch people started spamming DJs on Twitter and Facebook to play the song. The DJs picked up the campaign, and talked about it on Twitter and on air. But what was even more important: they played the song.

For 2 weeks our song was played every hour somewhere in Europe.

272,000 people from abroad visited our website to see the video.

And that’s how a small Belgian band got on radio and blogs all over Europe, and engaged the right fans.

We mixed internet and radio in a new way:We made a video in order to get airplay. We created ‘The Most Exclusive Video Ever’, a video that could only be seen if the song got played on the radio.This is how it worked: we added an audio watermark to Absynthe Minded’s new single Space. We installed software that constantly screened the selected European radio stations. If one of them played the song: the software recognised it, and sent a signal to the server to play our video.So only when a radio station really played our song on the radio, people were able to see our video. If people wanted to see the video, they had to ask their radio station to play our song.

The response to the activation:Already on the first day of the launch people started spamming DJs on Twitter and Facebook to play the song. The DJs picked up the campaign, and talked about it on Twitter and on air.But what was even more important: they played the song. For 2 weeks our song was played every hour somewhere in Europe. 212,000 people from abroad visited our website to see the video. And that’s how a small Belgian band got on the radio and blogs all over Europe, and engaged the right fans.