Depeche Mode has been around for almost four decades. And in that time, they’ve built one of the most passionate fan bases in music. So to launch their new Spirit album and Global Tour, we handed over the keys to their Facebook page to the fans.
Allowing a different fan to run the show every day for an entire year, with the band’s over 7 million followers listening. The fans became part of the band’s success, blurring the line between Depeche Mode and their fans, forever.
The campaign grew over 1.1 billion organic impressions, +568% from the year before. There were 23 million likes, comments, shares and clicks. Zero media dollars were spent.