We last covered Lauv with the release of the web game Billy Meets World (similar to the infuriatingly difficult Flappy Bird game) that was based around the visuals from his ‘Drugs & The Internet’ video. The build up to his AWAL-released ~how i’m feeling~ album looks instead to location-based hunts rather than to short lived memes.

Lauv and AWAL are following in the digital footsteps of acts like Ariana Grande, Louis Tomlinson and CNCO by working with location-based marketing service Landmrk. Ahead of the album’s release on 6th March, they launched the whereislauv. com site which, when viewed on a mobile browser, re-directs to a map based on your location showing nearby hotspots where content can be unlocked.

Users can log in via Spotify, Apple Music or Facebook (although there is a ‘skip’ option) and then zoom in on their location (if they have location settings turned on, of course). The exclusive content can be audio, video or an image depending on the location.

The closest spot to where Music Ally was when testing it delivered a six-second clip of the song ‘Canada’ (the full album after release was available in an embedded Spotify player), a three-minute clip of spoof documentary The One Man Boyband and a lovely photo of Lauv sitting at a tiny table with a rainbow-coloured teddy bear.

There was also the option to take a selfie that was pushed through a Lauv filter that put our face in a nice rainbow frame with a picture of Lauv in the corner waving.

Fans could then share what they found using #howimfeeling.” It’s a neat activation that helped build anticipation among fans just as the album was about to come out – plus it worked well in terms of data capture for direct marketing as the album campaign rolls out.