Inaugural interactive social campaign for Well Done Bangkok, turning music fans into active campaign creators.

BRIEF:

Launch Playground Band’s space-themed album (“Apollo 0.4”) after a long hiatus by breaking away from traditional passive music marketing to re-energize core fans.

SOLUTION:

Built a integrated digital campaign featuring 5 Facebook teaser films and a custom web application (www.ilikeplayground.com). Designed an interactive mechanism where fans sent digital spaceships and collectible items directly to friends’ profiles, generating personalized album covers.

RESULT:

Generated thousands of organic Facebook shares and drove over 4,000,000 YouTube views. Exceeded initial album sales targets, boosted TV/concert bookings, earned features in Computer Arts Magazine (2011), and won multiple advertising awards (2012).