Interactive Billboards

The American punk band GREEN DAY released three new albums within three months in 2011. How could we create attention for the launch, without having a big media budget?

So we decided to make fans listen to the songs in an unconventional way by creating the first street pre-listing via billboards. For every song of the album we created individual billboards throughout Germany - each billboard featuring a unique design. To listen to the new album prior to its official release, fans could find the location of the posters to be able to stream the songs before anybody else could hear them. The only way to stream the songs in advance, was to stand directly in front of the poster with your smartphone. The Green Day fans took this chance all over Germany and created a big buzz around the album release in the International music press.

Agency: VCCP