Alan Walker is a multi-platinum Norwegian artist, DJ, producer and one of the most influential artists of his genre. He is the 15th most-subscribed-to artist on YouTube, reaching over 18bn audio and video streams worldwide.
Since his artist debut, we have been building the Walker Universe, a storyline that unfolds in chronological order through his music videos. His fans, also referred to as Walkers, have grown to become an expanding movement, with members all around the world and are highly active in the ongoing storyline.
To push the upcoming song trilogy we wanted to strengthen fan culture and tie the Walker Universe story back to the music in unexpected ways. Therefore we built The Walker Excavations, an unprecedented 3D experience designed as a real museum, playable on any device, straight in the browser. Here, the fans advanced through different levels that were released parallel to the ongoing single and video trilogy. Fans solved intricate puzzles, unlocked snippets from upcoming video and song titles and hunted for free and exclusive merchandise.
We expanded the campaign onto various social media platforms and let the fans engage with the characters from the Walker Universe. Fans were pointed to an elaborate treasure hunt all over the internet where they looked for clues in fake corporate websites, Alan’s music videos and the protagonists’ LinkedIn profiles to figure out the plot and subplots. Finally, when fans had found the clues and made the connections, they went back into the Walker Excavations to get to the next level.
The Walker community created a wave of engagement across platforms as they helped each other to unravel the mysteries of this ongoing legend. By releasing the The Walker Excavations, we were able to create a worldwide buzz about the song trilogy and at the same time strengthen the Alan Walker fan community.
• Over 139,000 people have played The Walker Excavations game with an average playtime of 13:47 minutes.
• The game trailer on YouTube has more than 449k views.
• We gained 6.8m new followers across Alan Walker’s social media platforms (Instagram, YouTube, Facebook, Twitter) within the campaign period.
• Over 5m+ interactions on Alan Walker social media posts associated with The Walker Excavations game.
• Most people (115,000 people) visited the game site directly and did not go through ads or similar.
• We had users and visitors from all over the world, the gender split was 61.9% male and 38.1% female. The age target was primarily 18- 34, which 77.2% of the visitors were.
• Fans all over the world made their own in-game videos on YouTube to help each other to solve the puzzles within the game.
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