To celebrate the 10th anniversary of Pearl Jam’s ninth studio album, Backspacer, Fame House partnered with Republic Records to create a month-long series of exclusive content, games and giveaways related to the album.

To kick it off, Pearl Jam announced the celebration on socials using the hashtag #ThrowBackspacer paired with a live performance of ‘Unthought Known’ from 2010. Over the course of several weeks, Pearl Jam shared clips from the minidocumentary The Making Of Backspacer on socials, as well as trivia questions about the album.

Fame House coordinated the trivia questions as surprise-and-delight giveaways for select fans in which they received an original Backspacer promotional poster.

To drive fans to stream the album on Spotify, Fame House created six unique Spotify Canvas videos. The videos featured animated versions of the iconic album artwork, which correlated with particular songs on the album.

Lastly, Fame House coordinated a colouring book activation by stripping the album artwork of colour, sharing a black-and-white “colouring book” version of the art on Pearl Jam’s socials and encouraging fans to recreate their version of the artwork. A few fans were selected as surprise-and-delight winners to receive three seven-inch ‘The Fixer’ vinyl records, a limited-edition ‘Just Breathe’ seven-inch vinyl record and a press proof of the original album jacket.