To promote the debut album release of Gothenburg-based, newly founded band The Halo Effect – consisting of members of the Gothenburg death metal scene – the aim was to give a guided trip through the city with the band members showing spots of the city that were important to their career and which influenced the birth of the Gothenburg death metal genre. The aim was to establish the band members/ band as founders of the genre and claim the brand for the band – as well as to promote the release.

A digital map was created showing the city and additional video content was implemented/shown when clicking important spots, with the band members showing these spots and telling stories about them giving fans a real life experience as if they would be joining a private city trip with the band.

Additionally, several functions like pre-order/pre-save and social media links were included to drive streams/sales and followers. Fans started on a website which led them to a mobile version of the map after scanning a QR code.

The design of the map was aligned to the band corporate design/album artwork design. Additionally we used Instagram drops to give fans the opportunity to take part in a raffle, asking them questions about the content that was shown on the map, making sure to keep traffic high and have fans watch the videos. With the use of Instagram drops we made the Instagram follower numbers grow and furthermore gave fans more info about the upcoming album and tour. Winners had the chance for a digital meet and greet with the fans after the album release.

Throughout the campaign, users had been constantly engaged via social media outlets to check the map and join the online hunt via the map.