British rock band Foals release their second album this week (18th October). Everything Not Saved Will Be Lost – Part 2 follows the release of the (you guessed it) Everything Not Saved Will Be Lost – Part 1 back in March.

To push the second album, the band have set up a dedicated microsite that plays on the “lost” motif and encourages fans to keep checking back on the site as new content will appear regularly – but will only be available for a limited time. “Discover and SAVE before it’s LOST,” says the site.

Scrolling around an interactive version of the album cover, items like candles and headstones can be clicked on, which then trigger a download option where users have to enter their email address to unlock an item. They are then sent a link to that piece of content. (When we first tested it, we got a high-res photo of the band.)

New pieces of content were being added every day leading up to the album release, with the onus on fans to return to the microsite to find the latest interactive part of the sleeve design to click on.

It is an interesting way to bridge between the end of the campaign cycle for Part 1 and lead into the focus on Part 2. When we spoke to the team at the band’s label earlier this year for Behind The Campaign, they talked about how marketing and release schedules are changing around new consumption dynamics.

“Album campaigns are getting shorter,” said Sebastian Simone (head of digital, Warner Bros. Records). “There are two bodies of work close to each other to build on the volume of tracks that are there.”

Jennifer Ivory (GM, Warner Bros. Records) added, “For bands with guitars working in rock and alternative, it has got to a point that, by the time the album comes out, it is almost the end of the campaign. That is just the nature of this music. We are trying to buck the trend and just continue to put music out, but in bodies of work as well – because Foals are a band that does put out bodies of work. This is our compromise.”