Something for everybody
Devo
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After years of challenging mainstream America, the band Devo finally wanted to embrace it by delivering a new album that “everybody” would truly enjoy. To pinpoint exactly what fans wanted, we did what any marketer would do… focus group testing! We tested everything from what color their signature “dome” hats should be to what songs should make the album.

Results were then used to develop album art, advertising, identity, viral films, and even the final album. The entire process played out online and offline in real time so fans could follow along and participate. And ultimately, the story was documented online through an absurd, almost-reality TV show.

In addition to hundreds of thousands of dollars in earned media, the record debuted in iTunes top 10 album chart, and social/web traffic increased by 304%.

Year: 2010
Agency: Mother New York
ECD: Paul Malmström
CD: Bill Moulton
Creative: Gabriel Blidö