moBlip
The aim of this project was to promote the Mercury Prize-nominated album ‘The Eraser’ by Thom Yorke, frontman from Radiohead. This took the form of a global viral mobile campaign, utilising java and mobile internet across over 70 mobile networks. MoBlip spread through word-of-mouth and was shared directly from user to user, spreading internationally across fan communities. Recipients of the text message are asked to submit their location. In return they receive:Print this post
• A marker on the map at xlrecordings.com/moblip.
• An exclusive Realtone from the new album.
Users can then track the spread of MoBlip across the world. To view MoBlip, go to www.xlrecordings.com/moblip. To join MoBlip, enter the address http://moblip.xlrecordings.com into your phone browser. The website included full integration with Google Maps allowing fans to zoom in on satellite images to track the spread of the MoBlip per district. We witnessed a viral spread of 1200% in 5 days. The campaign was recently nominated for BT Digital Music Award
