One week before the release of Slipknot’s sixth studio album, We Are Not Your Kind, WMG’s global marketing arm and Roadrunner US teamed up with Firepit Tech to develop 10 masks for Facebook camera consisting of each of the nine band members and one bonus mask based on a hooded figure from the ‘Unsainted’ music video.
Launching with a video from guitarist Jim Root testing his own mask, fans were able to fire up the lens on their mobile phones and take photos and videos whilst wearing one of the masks with ‘Unsainted’ playing in the background.
Throughout this whole album campaign, we wanted to be innovative and let the world know that Slipknot are back, driving the album message of We Are Not Your Kind. For this specifically, we re-engaged the existing fanbase (25-34) and exposed them to new technology such as AR and we were able to bring in new fans from a younger demographic (18-24).
The post reached 8.2m users, with 887k engaging with the lens. 342k users captured a photo or video with 33k sharing to their own Facebook news feed. The top engaging markets were Mexico, US, UK, Spain and the Philippines, showing strong global exposure for the band. This campaign drove 8,000 new page likes to the band’s Facebook page. The press pick up on this lens was fantastic with coverage from Kerrang!, Metal Hammer, Revolver, Loudwire, NME, Billboard, Rolling Stone and more.
Following the launch of Instagram lenses, we were able to launch this onto the band’s profile which picked up 859k impressions and 26k captures in the first week.
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