German DJ/Producer Robin Schulz released his third studio album in September 2017. Through a cohesive strategy playing off of the album title, Uncovered, we drove engagement and fan participation for each of the moments of the album marketing cycle.

Each single was released through short lyric teasers, giving fans just enough audio to “uncover” the theme of the album. Social copy was kept cryptic, hinting at but not quite revealing what was to come. We drove fans to a mysterious landing page, featuring just the album release date and an email signup form. The tracklist was then revealed through a countdown combination of “hidden messages” within tweets and scrambled letter graphics on Facebook, encouraging fans to “uncover” the song titles themselves. This culminated in a video “unscrambling” each of the letters to showcase the full tracklist. During release week, we cut behind-the-scenes footage and never-before-seen photographs paired with unreleased audio clips for a full seven-day video countdown to the album.