Placed somewhere in the intersection between high-brow and low-brow, technology and music, seriousness and fun, this is music made by the booty - for the booty.

To fascilitate the cross platform content, a microsite was build and launched, collecting all touch points of the campaign: an embedded youtube video explaining the project, soundcloud integration that enabled playing and downloading the free track by Branko. A short biography of the involved parties and links to their social media presence as well as products.

The PR was mainly targeted and carried out by online and social media.

Without any media-spend, a long list of credible and popular media shared the news. From Fast Company, Engadget, Creators Project, Adweek, Playboy, Metro and Daily Mirror to rapper Lil' Wayne posting the video to his 56 million Facebook fans. 1.2 million views on Youtube, 7.4 million video views on facebook, 60.000+ shares on facebook and twitter. 70,000 plays / 13,149 downloads of the track, and a 40% increase in followers on Soundcloud. The AIAIAI website/webstore traffic saw a 75% increase. All resulting in thousands of new fans, increase in both awareness and sales.

1.2 million views on Youtube, +30.000 shares on facebook and twitter. 70.000 plays / 13.149 downloads of the track, and a 40% increase in followers on Soundcloud. Direct traffic to the microsite was around 50.000 visitors, as well as the AIAIAI website/webstore traffic saw a 75% increase. All resulting in thousands of new fans, increase in both awareness and sales.

The small Danish headphone company, AIAIAI, wanted to grow their worldwide brand awareness. A tough assignment in a crowded market of bigger competitors and celebrity-branded headphones, when having a limited marketing budget.

They also sought to expand their target audience of DJs and the design aficionados, to reach and engage a wider audience. Without losing the support of the core followers.

The idea behind the project was to provide AIAIAI headphone-users and other music lovers with new music, and to do so in an unusual way. Exploring whether it’s possible to change the perception of twerking through placing it in a technology-driven, creative context and letting the dance "do the talking".

Something that tapped into a popular culture phenomenon, giving it a twist – and that would be shared and thus creating earned media attention.