Collaborating with Mike Shinoda, Warner Records, and HIFI Labs, we present
SURV1VAL.
We invited fans to engage in battles with unique "critters," aiming to ignite enthusiasm for Shinoda's single “Already Over”. Fans earned points through listening and sharing, and were celebrated daily on a leaderboard. This initiative aimed to boost interaction in the Shinoda community and increase music consumption across streaming platforms, utilizing a custom website for game play and to merging digital collectibles with tangible items tied to the single.
In the campaign, fans nurtured their randomly assigned "critter" by accumulating streams and shares through a unique link for invites. The challenge spanned 6 weeks, with daily goals tracked on Spotify, YouTube, and TikTok.
Fans unlocked prizes based on their ranking, and received a personalized 1:1 digital collectible. This activation showcases the strength of a united community, using Spotify connect to incentivize official listening and collaborative playlist creation, highlighting fans coming together for a shared objective.
To build up to this interactive community game, we built a three-phase strategy that kicked of with a cryptic teaser campaign.
Learn more about our first two phases below. These steps led to widespread interest and engagement before our final phase even launched - then it was time for SURV1VAL.
Phase 1:
Cryptic Teaser
The campaign kicked off with a sudden, glitchy takeover of Shinoda’s website and social platforms. Over three days everything was corrupted beyond use - with no comment from Mike. We’d kicked the beehive, and fans were wondering what was coming…
Phase 2:
The Narrative
The following phase was a week long narrative teaser culminating in a creepy, otherworldly point-and-click experience to draw fans into the world we were building. Fans were hooked, hanging on every word of our faceless narrator. We had tens of thousands of blind signups within the first 48 hours.
The Results
294k
Engaged
Visitors
167k
Video
Engagements
24k
Email Sign-up
Increase
68k
Direct
Streams
Login: pierre@hifilabs.co
Password: demo-account-password-!