Streaming has changed the way we find new music and artists. With access to all the music in the world just a click of the mouse away, the struggle for attention between artists and new releases is more intense than ever. This was also the case when Kaizers Orchestra, one of Norways biggest rock bands, was about to release their album 'Violeta Violeta Vol 3'. A concept album, recorded together with a symphony orchestra without the traditional and increasingly important radio hit to promote the album.

We needed to engage their true fans at the heart of the launch to be able to create and spread expectations prior to the release to reach a bigger audience. Both to increase ticket sales during the tour and to increase album sales and income from streaming. At the same time we wanted to give them something back - that proud feeling from back in the days, when you were one of the first to hold a copy of your favourite artist in your hands.

With this in mind, we created created an iPhone and Android app - Kaizervirus as a PR-tool. The Kaizervirus is a fan-created expression, often referred to by the band when on stage. It symbolizes the effect the music has on first time listeners and how their music spreads.

Through the application we released songs from the upcoming album as viruses. To get access. You had to get infected.

By releasing the application we created both local, regional and national stories related to the fans experiences with the app. This resulted in a organic hands-on strategy where we followed up fans stories shared through social media and introduced them to journalists in relevant medias.

The Kaizervirus app gave the fans a tool to introduce Kaizers Orchestras music to a wider audience. Increasing their fanbase and selling out more venues than ever before.

The album reached number 1 in the national charts in the first week of its release.

The app became most downloaded in both Appstore and Google Play.

The virus spread to over 50 countries. Introducing the band to new audiences, arenas and festivals.