Branded entertainment in form of product placement was made legal in Norway in 2012.

Still Norways biggest mediachannel (Radio, Digi and TV-station NRK, equivalent of BBC) is free from commercial messages.

The exclusive content was distributed through the app alone. The only way to get access to exclusive material from Kaizers Orchestras latest album was by downloading and accessing the Android/iPhone-app.

The campaign changed and broadened the bands fanbase to the degree where venues were sold out faster than ever.

It helped the album into reaching number 1 in the national charts only two days after its release.

The app became the most downloaded app in both Appstore and Google Play.

The virus spread to over 50 countries. Introducing the band to new crowds, bigger venues and festivals.