- The album reached number 1 in its first week of release.

- Most downloaded app in both Appstore and Google Play.

- The virus spread to over 50 countries.

- Record sales in concert tickets.

Because of the limited media budget the campaign was primarily communicated through social and earned media.

We also created a tactical campaign directed towards existing fans or music interested through Facebook Ads and Google Search.

The brief was to launch and promote the band, Kaizers Orchestras, new album "Violeta Violeta Vol.3". Create and build expectations prior to the release to increase ticket and album sales.

With a minimal media budget we needed to engage their true fans at the heart of the launch. The strategy was to give the band complete control of the release. Making them the most powerful media channel available.

The solution was to design the album into a virus. Through an Android/iPhone application we released songs 1 month before the official release in the form of viruses. To get access to the songs you had to get infected by the kaizervirus. And to get infected, all you had to do was to get nearby someone who was already contagious using GPS technology.

When enough fans were infected with a virus, the songs became available through streaming and iTunes.