In an impressively demanding social media campaign, 3OH!3 is requiring fans to collectively complete 303 tasks before they'll unlock new music from their upcoming album "OMENS." March 3rd begins album preorders and has been renamed 3OH!3 Day by the scrappy duo. The campaign features a web app and crosses social networks with a general feel and presence that's a bit more sophisticated than most such campaigns from major label acts.
Rather than simply requiring a certain number of fans to tweet some random phrase, like so many commodified units passing through digital turnstiles, 3OH!3 Day requires a wide range of responses introduced in the below video:
3OH!3 Introduces 3OH!3 Day 2013
The list of tasks includes many that have yet to be completed and, though the campaign seems to have launched in the last couple of days, you can see why it might take at least a few more:
#197. PUT 3 MARSHMELLOWS IN YOUR MOUTH AND SING 'MY FIRST KISS'
#198. ROLL DOWN A HILL
#199. GO AS HIGH AS YOU CAN ON A SWING
#200. PLAY SPIN THE BOTTLE
#201. HOP ON ONE LEG WHILE SINGING 'DONT TRUST ME'
#202. MAKE A STOP ANIMATION VIDEO FOR 'YOUNGBLOOD'
#203. MAKE UP THE NAME FOR OUR NEXT SONG!
#204. TRISECT AND ANGLE
#205. MAKE A PAPERCLIP FLOAT ON TOP OF WATER
#206. MAKE A MOUSETRAP CAR
#207. DECORATE THE MOUSTRAP CAR WITH 3OH!3 HANDS
Yes, misspellings have occurred and whoever tries to "TRISECT AND ANGLE" may have more difficulties than if they simply attempt to "TRISECT AN ANGLE."
But I'm sure smart 3OH!3 fans are up to the task of deciphering such riddles and presenting their response.
Though Instagram photo documentation is encouraged, fans can also use Twitter, YouTube, Pinterest and email to document their participation in the campaign.
The web app is powered by Metablocks' Tweematic. In an email, Metablocks President Oliver Muoto explained:
"The idea came from the band and the label...We tried to make it more comprehensive than some of the stuff that has been done in the past. Rather than focus on just one social network, we tried to embrace ALL, and I think that helped."
3OH!3 Day introduces the campaign for the June 18th release of OMENS with preorders beginning March 3rd and the first single, "Back To Life," to be unveiled when fans complete this list of activities. Given that the "companion video" is due March 5th, looks like the pressure's on for 3OH!3 fans.
I'm not sure what's up with 3OH!3's freshly battered image that makes them look like they've been jumped and beaten. I'm guessing that fans will have a reference point or that it introduces a theme of interpersonal discord but it's hard to get those kinds of facial wounds in a typical brawl by such seemingly mismatched opponents.
Be that as it may, 3OH!3 Day is off to a great start reminding us that if you expect more from enthusiastic fans than simple lab rat clicks of a Like button, the results can be quite gratifying.
Hypebot Senior Contributor Clyde Smith (@fluxresearch/@crowdfundingm) also blogs at All World Dance: Videos and maintains Music Biz Blogs. To suggest topics for Hypebot, contact: clyde(at)fluxresearch(dot)com.