To assist in the journey, we were brought on board with Warner Bros, corporate partners from the recording and advertising worlds. Together, we introduce focus group testing as the primary process to guide Devo towards universal admiration. Studies include the band’s colours, music, album title (which takes place at the SxSW Music Conference), and ad campaign. The campaign featured closed-door meetings, where Devo shook hands with corporate America, and developed strategies to court the mainstream tastes of the American Idol audience. Results varied: High-profile TV (Olympics) and festival (Coachella) appearances were interspersed with a community balloon launch (School children!) and a taco-stand sponsorship (carne asada!).

The campaign set a new standard of how a band can connect with devoted fans and engage new listeners by merging fun content with the latest technology. The cultural result has been a fun, satirical look at how a cult art-band suddenly embraces commercialism in modern America, all through the bizarre lens of Devo. In addition to hundreds of thousands of dollars in earned media, the record debuted in itunes top ten, and Facebook fans for Devo increased by 304%.