When The Parisians, a French Rock band from Paris, released their new EP "Difficult Times", we were asked to promote it online with a limited budget.

In order to boost both the band’s popularity and the EP's sale, we decided to mess with your favourite bands. Digitally.To do so, we simply took advantage of an already existing widely used application, the iTunes screensaver, and added a twist.By creating 18 additional unfriendly covers with lines directly addressed to other bands, we hijacked the iTunes screensaver to talk trash to the other artists, turning it into a new media.

Once the band bought the idea, we obviously had to stick to the band’s art direction but we also wanted to create a design any Rock fan would recognize as part of this type of music. We had to give those covers a true Rock spirit.The number of covers, 18, was also important because the more covers we created, the more chances you had to have them appear in the screensaver and interact with the other bands.

It rapidly spread through social media from the fans newsfeeds, shares, comments to blogs, websites, magazines and obviously screensavers. A lot of screensavers.In the end, we infiltrated the peaceful world of iTunes, which nobody had done before, had a very good feedback from the existing fans, gained new ones, increased both the band’s Facebook page and website traffic (+90% visitors and 25% of all downloaded the covers), and more importantly, sold a lot more EPs than first expected.