NPR Tiny Desk winners Tank & The Bangas’ first single of 2018, ‘Smoke. Netflix.Chill’, was set to be released, appropriately, on 20th April 2018. Due to the strength and timeliness of the single, and the band’s upcoming anticipated performance at Coachella, Fame House and Verve Label Group saw an opportunity to launch a comprehensive campaign that maximised the impact of the single beyond the band’s core audience.

To amplify the release, Fame House teamed up with Verve Label Group for a teaser campaign leading into the single to build anticipation amongst Tank’s rapid fanbase. This began with four teaser GIFs and videos the week prior to release which drove fans to sign up for the band’s email list in exchange for hearing the single before anyone else.

The single was ultimately released on 4/20 accompanied by a full lyric video utilising a psychedelic take on the song’s cover art was released. The video was boosted via a paid media budget on the band’s social media with the aim of building an audience of viewers to be targeted for future releases and other milestones for the band.

A pack of Giphy stickers also accompanied the release to allow fans to embellish their own Instagram Stories with illustrations of each member of the band. These GIFs were promoted across the Tank & The Bangas social channels and ultimately received over 450k views throughout the campaign, which successively drove awareness for the single outside of the band’s direct follower base.

Next, a campaign called #HowYouChillin was rolled out, asking fans to post videos of themselves listening to the single showing how they prefer to unwind and chill. Top fan submissions were collected into a video montage interspersed with smartphone footage of the band themselves to create a ‘Smoke.Netflix.Chill’ fan video.

Around this same time, the band also conducted a live performance and Q&A at the Facebook headquarters in New York. Leading up to the livestream, social posts across the Tank & The Bangas social channels prompted fans to share their questions for the band. Questions with the most engagement were then collected and ultimately answered by the band during the livestream.

Lastly, a Snapchat lens was created in order to promote the single to concert-goers during the band’s performance at Coachella. To reach these fans in person, physical fans were printed and distributed amongst the Coachella crowd.

The back of each fan contained a Snapcode that, when scanned, unlocked the Snapchat lens which contained illustrated headshots of each member of the band with ‘Smoke.Netflix.Chill’ playing in the background. The lens therefore allowed fans to share their experience during the Tank & The Bangas Coachella performance while promoting the single.